Gap partners with boy band Just Your Type
NEW YORK (AP) - The Gap, a clothing brand that has featured everything from swing-and-jump blues to hip-hop and rap in commercials, is now tapping into the boy-band business.
NEW YORK (AP) – The Gap, a clothing brand that has featured everything from swing-and-jump blues to hip-hop and rap in commercials, is now tapping into the boy-band business.
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- What happened
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- The bottom line
As part of the launch of a clothing collection and a national mall tour in which the band will perform live, the San Francisco firm unveiled a multiyear partnership with Just Your Type, a five-member, pop boy band.
It's the first music collaboration under Gap's so-called Fashiontainment platform that will utilize content creation, licensing and partnerships.
Developed by Grammy-nominated songwriter and producer Freddy Wexler and signed to Wexler Records/Republic Records, the band, known as JYT, has an audience of more than 2 million followers throughout social media platforms, the retailer stated.
It is latest bid by CEO Richard Dickson to turn Gap Inc. Around. As well as more intense competition, the firm reshaped fashion in the 1990s and the early 2000s, but has since struggled due to what some say was a lackluster clothing lineup.
In short, gap partners with boy band Just Your Type is the central thread here, and readers can expect follow-up reporting as the picture becomes clearer.
