Old Navy Case Study

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Advertising

Old Navy has gone through many evolutions of marketing campaigns in the last decade. The mannequin approach needs to be retired in exchange for something more fresh and exciting; especially for the target demographic of young males. It is recommended that smartphone advertising be utilized as the delivery platform to reach this demographic.

The common idea about men is that they do not like to shop. However, this isn't quite the case. Rather, they just shop differently. Reaching out the men in the twenty-five to thirty-five demographic requires new skills as marketers. The previous generation of Old Navy advertisements used mannequins to try to attract the attention of its target market. The campaign was described like this in the New York Times (Elliot, 2011):

Old Navy is sending its spokes-mannequins back to the sales floors and storerooms. For almost two years, the Old Navy discount-clothing chain has run a campaign centered on the "Supermodelquins." The characters are store mannequins, dressed in the newest Old Navy fashions and given voices.

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Their efforts at human behavior were presented in a broadly humorous vein.

The company has tried all different avenues with the manequins and it is definitely time for a new approach. Even the best marketing programs grow stale in the consumers mind after a period of time. Introducing music into the mannequin format was not enough to revitalize the campaign.

Old Navy has announced that it will target the twenty-five to thirty-five demographic with a comedic parody that portrays some examples of men that "most" men would not want to dress like. The men Old Navy is showing dress in a flamboyant way that does not fit with the mainstream image of demographic. The characters in the campaign are described as (Advertising Age, 2011):

Old Navy's new campaign pokes fun at men's fashion with "Supar Tool" and "Corporado." Videos parody the "Supar Tool," an overly metrosexual man and "Corporado,"….....

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