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Gap Inc. hires Paramount exec for licensing strategy
14 May
Summary
- Gap Inc. hired Lourdes Arocho from Paramount Global.
- She will lead licensing for Gap Inc.'s brands like Old Navy.
- The move supports Gap's 'Fashiontainment' strategy.
Gap Inc. is enhancing its 'Fashiontainment' strategy with the appointment of Lourdes Arocho, a former executive from Paramount Global. Arocho will join the company on May 15, 2026, as senior vice president and head of licensing. She will report to Pam Kaufman, executive vice president and chief entertainment officer.
Arocho's role will focus on strengthening Gap Inc.'s relationships within the entertainment ecosystem. She will lead licensing efforts across the company's brands, such as Old Navy, Gap, Banana Republic, and Athleta. The goal is to build new partnerships in music, TV, film, and sports.
Pam Kaufman highlighted that licensing is crucial for growth and maintaining cultural relevance. She views Gap Inc.'s stores as platforms for storytelling and customer engagement, emphasizing that Arocho's expertise will drive relevance, revenue, and lasting brand connections through a blend of creativity and strategy.
