Justin Breton Joins Gap Inc. to Lead Original Content
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- Justin Breton joins Gap Inc. as VP of development starting Aug. 31, reporting to chief entertainment officer Pam Kaufman and based in New York
- Breton will lead ideation, development, and production of original content across the Gap Inc. portfolio — spanning Gap, Old Navy, Banana Republic, and Athleta — and will work closely with CAA on the pitch process
- Kaufman, who joined Gap in February as its first-ever chief entertainment officer, was tasked by CEO Richard Dickson with building the 'Fashiontainment' content and branding push to raise the imprints' pop-culture profile
- Breton spent six years at Walmart as Head of Partnerships, Content, and Emerging Experiences, where he spearheaded 'Camp by Walmart,' a commerce-enabled series with more than 100 interactive episodes
- At Walmart, Breton developed a companion experience to Netflix's Waffles and Mochi and built the retailer's gaming presence, including a push around EA Sports FC ahead of the World Cup
- Breton is credited with making Walmart the first brand to launch real-world commerce on Roblox, a platform aimed at Gen Z and beyond
Why it matters: Gap Inc. is importing a Walmart veteran who turned branded interactive content into a commerce funnel — most notably a Roblox commerce launch and a 100-episode commerce-enabled series — and putting him in charge of pitching original content across its four apparel brands, a bet that entertainment can drive apparel sales the way it did for the discounter.
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