Old Navy new campaign targets men’s fashion

Behind the campaign: Old Navy is on men in New Ad Push 

Old Navy ‘ Süpar Tool’

Old Navy is trying to get some good men.  

The retailer is launching its first targeted campaign aimed at men on Thursday.  It has appealed to the boys in the past through its wide publicity focused on the family, said Amy Curtis-McIntyre, senior vice president of marketing.  Now, Old Navy intends to speak directly to "Mike,” who is 25 - the target of 35 years of age.

  "We have made many changes in our range, and really want to start a conversation with that target men," said Curtis-McIntyre.  "It's a big piece of business, and it is time to speak directly with Mike and not just through his girlfriend, wife, or sister.”  Ms. Curtis-McIntyre said men's product has undergone significant changes in recent seasons, with the addition of denim washes and styles, as well as adding more shirts and tailored pants.  

Old Navy's new campaign makes fun of men's fashion with "SUPAR tools" and "corporations.”  Videos of the parody "SUPAR tool," a man too metrosexual and "Corporate,” a type of cowboy companies not unlike the character of Dwight on NBC's 

"The Office.”  The videos will be distributed on YouTube and Facebook, while print ads will run in publications such as Maxim.  Mobile elements that include a game, a form of style, video gallery, store locator, and coupons.  A third video shilling "Jack Ash" free time has not been completed, but could launch this fall. 

Ms. Curtis-McIntyre said the decision was made to focus on videos that would go online or through mobile devices rather than on television, because men are not in the right mindset when you're watching TV.  "It is difficult to reach men in a garment through television, is not particularly effective for us," he said.  When a man is looking really directed TV masculine, like sports, is not in a frame of mind to watch polo or jeans.  “

The new campaign is the largest effort to date to Camp and the King; the agency founded by veteran creative Roger Camp and Jamie King, former co-chairman of Euro RSCG.  AKQA also worked on the campaign.  CP & B is still the lead agency for Old Navy.

The time to push men's clothes right.  According to NPD, the market for men's clothing rose 3.3% in 2010, ahead of the category of clothing in general, which grew by 1.9%.  In addition, for the three months ended in February, the men's clothing increased by 12% compared with the same period a year ago. 

"This is a very healthy growth rate and a clear sign of the men trying to rebuild their closets," said Marshal Cohen, industry analyst at NPD Group's chief, in a recent report on the market for men. "Not only are the men to get their fundamentals in order, but it seems as if men are starting to move beyond the basics and join the general trend of consumers who are focused on getting healthier and purchase of products comfortable lifestyle. " 

Mr. Cohen added: "Please note that the market for men's clothing was the first to show signs of decline since the recession began and was one of the last to return, but now comes the strong, mainly due to a high level of pent-up demand." 

When clothing is often assumed that men depend on women in their lives to the store for them, so women the key target for marketers.  But Ms. Curtis-McIntyre said Old Navy shows qualitative research that men are shopping for themselves and when they do, they tend to buy in large quantities, making them valuable customers. 

"There is no BS-minded way of buying the men.  They know what they want, what they like and when they find something that fits well and has a purpose, do not shop around," said Curtis-McIntyre.  "We found that if men as a cut or a particular style of a shirt or pants are more likely to purchase multiples."