Old Navy Succeeds By Saying Bye to Celebs and Hi to Fashion
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With more brands than ever tapping celebrity ambassadors for their marketing (think the overly creative pairings of Ice T and Geico, Steven Tyler and Skittles and Kobe Bryant and Turkish Airlines) Old Navy is trying the opposite approachand it’s working. Six months after giving up its three-year-old “funny girl” campaign, starring the likes of Julia Louis-Dreyfus, Elizabeth Banks and Amy Schumer, in favor of a colorful, yet celebrity-free approach, the Gap Inc.-owned brand is seeing sales rise and increased consumer engagement.
“We’re feeling really good about the ‘Hi, Fashion’ campaign and have no plans in sight for a celebrity,” said Jamie Gersch, who joined the San Francisco apparel chain as chief marketing officer last fall. “We’ve done a good job of finding scenarios that are engaging and hitting on what’s going on in the world and how to make people smile without having to use a celebrity.”
Some experts say the trend of celebrities in marketing is overplayed.
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