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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. 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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  1. Old Navy Tries to Get a New Image By Natalie Zmuda Greg Schwartz Sara Gordon

  2. 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

  3. 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

  4. 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”

  5. 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.

  6. 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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