Gap has appointed IMG as its first-ever multi-brand, exclusive licensing representative. Through this partnership, IMG will deliver cross-category product extensions that increase existing consumer touchpoints while engaging with and introducing new audiences around the world to Gap Inc.’s portfolio of brands. 

“Gap Inc. operates a portfolio of strong, globally relevant brands that are familiar, trusted and highly marketable across multiple demographics,” says Roy Hunt, head, franchise and strategic partnerships, Gap. “We are excited to explore new market segments and complementary points of product distribution for Gap, Banana Republic and Janie and Jack in an asset-light way that harnesses their individual strengths. This partnership with IMG presents a unique opportunity for us to bring our fashion and lifestyle brands to life in new ways for customers around the world, while still maintaining the creative integrity that make each of our brands so distinctive and recognizable in the marketplace.”

IMG will first focus on Gap, Banana Republic, Janie and Jack, GapKids and babyGap. The companies are exploring categories including baby equipment and baby care, home décor and textiles and furniture.

“Over the past 50 years, Gap Inc. has created a portfolio of powerful brands that have established themselves firmly in popular culture and with consumers around the world,” says Bruno Maglione, licensing president, IMG. “These brands are household names that we all trust, and have purchased and lived in. Distribution channels and consumer purchasing habits have evolved significantly since Gap’s founding, and never more so than in the last few years. As one of the world’s leading fashion retailers, Gap Inc. recognizes this omnichannel opportunity and the power of its brands to attract existing and new consumers from more than one angle and via more than one format. We are proud to be partnering with them on this bold new strategic move, which we believe will highlight consumer affection for these brands while showcasing their relevance in everyday life.”