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Retailers build entertainment divisions to win shoppers' attention

10h

Summary

  • Retailers including Gap Inc., Mattel and Dick's Sporting Goods are investing in entertainment content, partnerships and in-store experiences to attract shoppers.
  • Gap Inc. hired former Paramount executive Pam Kaufman as its first chief entertainment officer and debuted a 'fashiontainment' partnership with boy band Just Your Type.
  • Gap Inc. CEO Richard Dickson was Mattel's president when it released the 'Barbie' movie; experts say executives with cross-sector experience are helping drive the trend.
  • Experts attribute the retail-entertainment trend to consolidation in entertainment, the rise of creators, and younger consumers who treat shopping as entertainment.
  • AlixPartners data shows retailers investing in experiential retail, such as Coach and Ralph Lauren, saw close to 10% year-over-year increases in average basket size.
  • Experts caution that compelling content and immersive experiences do not always translate into sales growth.

Reactions

  • Gap Inc.'s Pam Kaufman said beloved brands have value beyond their products and every entertainment extension must be authentic to the brand.
  • Gap Inc. CEO Richard Dickson said brands are stories and retailers are the storytellers, speaking at the Goldman Sachs Global Consumer and Retail conference.
  • AlixPartners' Bryan Eshelman said entertainment content is only one piece of retaining customers and does not guarantee tangible sales growth.
  • LionTree's Alex Michael said intellectual property is the most valuable asset because it is attached to audience, which is the hardest thing to find.
  • SonderCo CEO Sean Akaks said it is an interesting time for nontraditional players to make content given the consolidation of legacy entertainment companies.
  • SonderCo's Sean Akaks forecast that creators and brands will co-create intellectual property that they may own together.

Timeline newest first

  1. Gap Inc. debuted its first 'fashiontainment' partnership with the emerging boy band Just Your Type, building on its earlier ads with girl group Katseye.
  2. Gap Inc. hired former Paramount executive Pam Kaufman as chief entertainment officer to helm its entertainment, content and licensing platform earlier in 2026.
  3. Retailers including Gap Inc., Mattel and Dick's Sporting Goods were reported to be investing in entertainment divisions and experiences to drive engagement.

Sources newest first

  • Retailers are turning to entertainment to win shoppers’ attentioncnbc.com· 10h

    CNBC reports that retailers are building out entertainment divisions to win shoppers' attention, from Gap Inc.'s "fashiontainment" push — its first partnership with boy band Just Your Type and the hire of former Paramount executive Pam Kaufman as chief entertainment officer — to Mattel's "Barbie" movie and Dick's Sporting Goods' in-store simulators. Experts attribute the trend to entertainment consolidation, creator-driven content, and shoppers who treat shopping as entertainment, while cautioning that compelling content does not always translate into sales growth.