Visitors to the microsite are prompted to choose three scenarios in which they would wear the jeans they're looking for (on a date, lounging at home, to the office on a Casual Friday, etc.), and then to use a web cam or photo so that the app can gauge their body shape. Women who are too uncomfortable (or lazy) to use a photo can choose diagrams to inform the app about their proportions.
Although hundreds upon hundreds of branded apps and magazine articles have taken consumers through the same jeans-fitting process, Old Navy's app was named in such a way that it is guaranteed to attract press without generating controversy, unlike American Apparel's Best Bottom campaign [Warning: Explicit]; according to Adweek, the Booty Reader was designed by a team of female creative directors for female shoppers.
Nevertheless, we question whether the app is really "on brand" -- both the company's brick-and-mortar and online stores emphasize its offerings for plus-size and pregnant women, as well as men, infants and children. How many Old Navy shoppers do you know use the word "booty" -- or want to engage with a web application with that word in its name?