Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Marketing Strategy, Relationship Marketing, Retail Marketing.

Description: Learning to write persuasive letters in first grade, 7-year-old Kamryn Gardner wrote to Old Navy, asking them to put real pockets in girls’ jeans – and the retailer responded by sending her jeans with pockets! Joining TODAY live with her parents, Kamryn says “I was very excited … I thought it was a birthday present.”

Source: – video report

Date: Apr 08, 2021


Questions for discussion:

  • What are the PR and other marketing benefits that derive from this story on national network television?
  • What does this story say about the management at Old Navy?
  • Do you think the publicity generated by this story can affect investors’ decisions about Old Navy?