Old Navy has debuted its spring campaign, dubbed “Old Navy Records: Original hits. Original styles.” Combining music and fashion, the effort invites customers to participate in a campaign rooted in music video commercials and downloadable Old Navy-branded songs about the brand’s target customer and the must-have looks of the season. The advertising, via Crispin Porter + Bogusky, is integrated across TV, stores, online and mobile, and introduces an interactive brand experience.
Building on the momentum and success of the SuperModelquins, Old Navy Records marks an evolution for the brand as it looks to cultivate more loyalty among Old Navy’s target customer “Jennie” – a 25 to 35 year old looking for on-trend fashion at great prices for herself and her family.
Old Navy also reaffirmed plans to continue remodeling its store fleet into the new store format called, “The New Old Navy.” The new image features improved signage, energy-efficient lighting, centralized fitting rooms, an interactive play space for kids, and a “raceway” layout that guides customers through the store to make it simpler and faster to browse. Since 2009, Old Navy has converted about 250 stores to the new format across the U.S. and Canada and plans to convert additional stores in 2011.