Old navy tries to get a new image
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Old Navy Tries to Get a New Image. By Natalie Zmuda Greg Schwartz Sara Gordon. Old Navy in the Past. Sales in a steady decline since 2005. Retailer known for touting fashions for the whole family. Commercials used catchy songs and lyrics.

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Old Navy Tries to Get a New Image

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Old navy tries to get a new image

Old Navy Tries to Get a New Image

By Natalie Zmuda

Greg Schwartz

Sara Gordon


Old navy in the past

Old Navy in the Past

  • Sales in a steady decline since 2005.

  • Retailer known for touting fashions for the whole family.

  • Commercials used catchy songs and lyrics.

  • Used dog and old woman to promote brand in many commercials


The new old navy

The “New” Old Navy

  • Mr. Cape, exec-VP of marketing for Old Navy is spending $225 million for their new advertising budget.

  • Targeting mainly women in their 20’s.

  • “We are very connected to the 20-somethings. We’re everywhere they are , and our ultimate goal is to speak to them, in their language, where they are.” – Mr. Cape


Fashionable young and sexy

Fashionable, Young, and Sexy

  • New web-site showing the modern and fashionable side.

  • “Episodes” running about a minute long, targeting the women in their 20’s.

  • Coming out with new “Episodes” once a month.

  • February – “Urban Safari”

  • March – “Palm Beach”

  • April – “Surf Motif”


Relating to the text

Relating to the Text

  • Direct Marketing: Interactive, database driven marketing communication process that uses a range of media to motivate a response from customers and prospects.

    • TV – new episodes

    • Direct Mail – coupons and print ad

    • Radio – new commercials

    • Internet – new “modern, and fashionable” website.


Sources

Sources

  • http://adage.com/article.php?article_id=124924

  • http://www.oldnavy.com/

  • http://www.youtube.com/watch?v=Ph9x0dDTmWU

  • http://images.google.com/images?um=1&hl=en&safe=off&rlz=1G1GGLQ_ENUS247&q=old+navy+in+the+past&btnG=Search+Images


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