Old Navy Partners with Popsugar for a Clothing Capsule
References: oldnavy.gapcanada & marketingdive
This marks a big year for Old Navy as the popular clothing brand tries to reach a new demographic with a back-to-school tween collection. In order to succeed with its inaugural launch, the affordable label joins forces with media company Popsugar.
The capsule is geared toward 10 to 13-year-olds, featuring silhouettes that are gender-inclusive. The aesthetic and fit of the clothing are inspired by three tween ambassadors, including designer Kheris Rogers, athlete and musician Jensen Gering and gymnast Alizé Lee. With slogans of 'I Am the Future' and 'Make the World a Better Place,' Old Navy and Popsugar are able to reflect the social awareness of the Gen Z demographic.
The back-to-school tween collection will run for a limited time, although, Old Navy plans to extend it should it drive more sales.
Image Credit: Old Navy, Popsugar
The capsule is geared toward 10 to 13-year-olds, featuring silhouettes that are gender-inclusive. The aesthetic and fit of the clothing are inspired by three tween ambassadors, including designer Kheris Rogers, athlete and musician Jensen Gering and gymnast Alizé Lee. With slogans of 'I Am the Future' and 'Make the World a Better Place,' Old Navy and Popsugar are able to reflect the social awareness of the Gen Z demographic.
The back-to-school tween collection will run for a limited time, although, Old Navy plans to extend it should it drive more sales.
Image Credit: Old Navy, Popsugar
Trend Themes
1. Back-to-school Tween Collections - There is a rising trend in the fashion industry of creating clothing collections specifically targeted at the tween demographic.
2. Affordable Collaboration - There is a trend of affordable clothing brands partnering with media companies to create collaborative clothing capsules, aiming to reach new audiences.
3. Gender-inclusive Fashion - The fashion industry is embracing gender-inclusive designs, catering to a diverse range of customers and challenging traditional gender norms.
Industry Implications
1. Fashion Retail - Fashion retail companies can disrupt the market by creating back-to-school collections specifically targeted at the tween demographic, collaborating with media partners to increase brand visibility and embracing gender-inclusive designs.
2. Media and Entertainment - Media and entertainment companies can explore collaborations with affordable clothing brands to create unique clothing capsules, tapping into new revenue streams and expanding their audience reach.
3. Marketing and Advertising - Marketing and advertising professionals can capitalize on the trend of back-to-school tween collections by creating campaigns that highlight the social awareness and inclusivity of these clothing lines, resonating with the Gen Z demographic and driving sales.
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