On my way home from work on Friday, I happened to run across a concert in Bryant Park with an elaborate Old Navy backdrop. Shortly after I walked up, a group of five started to sing a familiar boy band song…”Everybody (Backstreet’s Back).” Alright!
A quick Google search confirmed that this boy-turned-man band is coming out of retirement and is teaming up with Old Navy for a campaign featuring their Rockstar Jeans. Old Navy has recently partnered with other ’90s celebrities, including the original cast of 90210 and Jordan Knight of New Kids on the Block.
According to Michelle Demartini, head of adult merchandising and brand licensing, “[Old Navy’s] target customer grew up in the ’90s, and that time period conjures an emotional connection.” I guess I’m missing how that emotion connection with ’90s celebrities makes me more inclined to purchase affordable family clothing. A bit of nostalgia is supposed to make us want to take advantage of the latest jeans sale? The ads are scheduled to debut on September 19th, so we’ll see if AJ, Howie, Brian, Nick, and Kevin can convince me.