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Walmart marketing alum Justin Breton has joined Gap Inc. to drive original content across a range of genres and platforms to support the apparel giant’s “Fashiontainment” business initiative.
Starting Aug. 31, Breton
will serve as Gap’s VP of development, reporting to Pam Kaufman, the Nickelodeon and Viacom alum who joined the company in Februaryas its first ever chief entertainment officer. He is based in New York.
Kaufman has been tasked by Gap CEO Richard Dickson to spearhead the “Fashiontainment” content and branding initiative built around the Gap, Old Navy, Banana Republic and Athleta brands. The goal is to raise the profile of the imprints in pop culture, and to build a community of fans via increased social media discourse around the brands.
“In partnership with the brands, Justin will lead the ideation, development, and production of original content in multiple formats across the Gap Inc. portfolio. He will work closely with CAA and own the pitch process, shape ideas from concept through greenlight, and be our senior voice with the producers, studios, talent, and production partners who bring this work to life,” Kaufman wrote in a memo to Gap staff. “This is such an exciting next step in building our Fashiontainment platform and supporting our brands as we continue to move at the speed of culture. ”
Breton the past six years at Walmart as Head of Partnerships, Content, and Emerging Experiences. Previously he headed partnerships for digital commerce ventures Squarespace and Foursquare. He started his career in publishing at Condé Nast and Hearst.
During his time at Walmart, Breton spearheaded “Camp by Walmart,” described as an commerce-enabled series with more than 100 interactive episodes, and developed a companion experience to Netflix’s Waffles and Mochi. He also is credited with building Walmart’s gaming presence, from EA Sports FC ahead of the World Cup, and he pushed Walmart to become the first brand to launch real-world commerce on the Roblox gaming and community platform that reaches Gen Z and beyond.
