Gap Just Signed a Boy Band. It’s Betting the Musicians Can Do What Discounts Couldn’t

Forget markdowns. Gap wants something harder to buy: fandom.

BY JENNIFER KNOWLES, FREELANCE WRITER

Gap recently announced a multiyear partnership with Just Your Type, JYT, a five-member boy band. The deal includes a clothing collection and a national mall tour where the band will perform live. 

The deal is the first under Gap’s new Fashiontainment........

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