Agency will first focus on Gap, Banana Republic and Janie and Jack to bring complementary products to market.
Gap has secured IMG as its first ever multi-brand, exclusive licensing representative.
Through the partnership, IMG will aim to deliver cross-category product extensions, increasing existing consumer touchpoints as well as engaging and introducing new audiences around the world to Gap’s portfolio of brands.
The agency will initially focus on Gap, Banana Republic and Janie and Jack, extending their reach and bringing products to market which complement the distinct brand labels: Gap for casual, optimistic American style in essentials, Janie and Jack’s modern twist in classics for kids and babies and Banana Republic’s iconic, modern style.
IMG will also support GapKids and babyGap.
Categories being explored include baby equipment and baby care, home décor and textiles and furniture.
“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,” said Roy Hunt, head of Gap Inc. franchise and strategic partnerships. “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 recognisable in the marketplace.”
Bruno Maglione, president of licensing at IMG, added: “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. recognises 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.”
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