Old Navy Targets Young Mothers for Sales Campaign

Did you see Old Navy’s article in the Raleigh paper today? Old Navy is one of my favorite fun, comfortable, and colorful clothing store places to shop. I like to look around for scarves, shoes, sweaters, pants, tops. They usually have a $5 section that you just can’t beat. Oh, and remember ‘Old Navy!, Old Navy!’…those commercials advertising their fleece. They’ve got some of the best fleece selection for a good price.

The reality is they like almost all retailers are suffering from this economy. The article states that their January sales dropped 34% from last January’s sales. Not good. So they’ve come up with a new ad campaign with these ‘supermodelquins’. The hook is that while these models are fake, the SALES are not! That’s what people want to hear, especially now. That five letter word…S-A-L-E-S.

Old Navy, as most shoppers know, have a women’s, men’s and children section… but really their target market are young mothers. These women who are mostly shopping for themselves and their children. Remember they’re owned by the same people that own GAP and Banana Replublic which have their own distinct target markets.

And if you wanna prevent Old Navy from possibly becoming a statistic, then shop there. I know it’s tempting to shop at Target for everything. I mean I love Tar-ge! But why not spread the wealth? Plus you might find something you really need at Old Navy. I’m not saying go open a credit card…no, that could be wreckless. I’m just saying if you’re gonna go shop, then why not stop at Old Navy.

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