When it comes to denim, we’ve all been there—reaching for that go-to pair of jeans yet again because they are the one pair that never lets you down. With nearly half of women saying jeans are the most difficult item to buy, it’s understandable why we keep coming back to that tried-and-true pair time and time again.
Now, Old Navy is daring shoppers to step outside of that comfort zone with the expansion of its denim line and improved navigation of its range of offerings, all in the name of combating FOTO (Fear Of Trying On). Customers have begun pivoting to a wider range of denim styles after years of only filling their closets with skinny jeans. In 2021, straight-leg jeans became the bestselling denim fit, and styles that gained the most revenue included straight fit, flare, boot cut and wider-leg jeans, according to the NPD Group.
With wow prices and a selection of 20-plus jean styles, Old Navy is helping customers face their FOTO and expand their denim wardrobe. The retailer sold an average 65K pairs of jeans per day last year, and celebs like Blake Lively and Katie Holmes have been spotted sporting the brand’s denim. Old Navy’s styles and versatile to go from the workday to the weekend, with classic-yet-cool offerings such as The OG Loose, The Flare, The Wide Leg, The Balloon Jean and many, many more.
To help eliminate FOTO, Old Navy is introducing a digital Denim Fit Guide, enabling customers to seamlessly compare denim styles, find the fit they love, and preview new trends—all conveniently online. Additionally, the brand’s newest TV commercial kicks off on July 29, featuring all things denim, and, from that day through the end of September, Old Navy is freezing prices on all denim, despite inflationary cost increases. Talk about helping us beat the end-of-summer blues! —Vita Daily