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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

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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