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Old Navy & Multicultural Branding

Big brands use social media to enhance their brands and consumer perception

Old Navy Multicultural Branding

Published May 2nd, 2016

Old Navy found itself at the epicenter of a heated conundrum started over a single image posted from their Twitter account on April 29th. The Twitter post was a simple thank you ad in which the retailer offered 30% off new arrivals for women. Nothing really to see here other than the very wholesome image of a white man, a black woman, and a biracial child. Apparently, this sent people into fits of outrage. Regardless of the negativity people are spouting, this marketing is positively awesome from Old Navy. They've publicly enhanced their branding to be more inclusive of the modern, diverse audiences they serve and, I'm assuming, have increased their overall sales as a result. Why not end the first month of a second quarter with a stunning image of what I'd call a very American family.

Old Navy has done two things here:

1. They set the stage for increased clothing sales and enhanced their consumer perception.

2. They told the rest of the U.S. retailers in their markets that multiculturalism is here to stay and to get their acts in order, promptly.

Grace Mahary, the female model in the advertisement, absolutely nailed the response by writing: “In light of the controversy revolving around my pretend family... I am proud to be representing interracial love, multiculturalism, and most importantly, a mentality that supports opportunity for all ethnicities.”

It really doesn't get much better than that. Way to go Old Navy.

About the Author

Tim Raymer is a professional designer with 10 years of experience in the design industry. He holds a BFA in Graphic Design from Eastern Kentucky University. He is a design and marketing consultant who enjoys spending time with his wife, Meagan, and two sons, Atticus and Gaius.