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Gap’s Old Navy Adds Backstreet Boys After 90210 for Nostalgia

Gap Inc.’s Old Navy, the retailer’s biggest brand, has used 1990s stars from “Beverly Hills 90210” and New Kids on the Block in revamped marketing this year. Its latest addition is the Backstreet Boys.

The pop group will play at a free runway show tomorrow in New York’s Bryant Park, Old Navy’s first event during Fashion Week, and will feature them in commercials starting Sept. 19, said Michelle DeMartini, its head of adult merchandising and brand licensing. The unit’s sales are up in 2012, after sliding 4 percent to $5.67 billion in the year ended Jan. 28.