Brand Marketing Old Navy Identify

Brand Marketing

Old Navy

Identify Target Audiences

Old Navy is part of the same clothing retailer as The Gap and Banana Republic. It is the most downscale incarnation of this line of youthful, yet family-friendly stores. Its core consumers are young adults and adolescents, their parents, and young children who want affordable, comfortable, yet fashionable items at a reasonable cost. Its target consumer is a 25- to 35-year-old 'hip' mom who still keeps abreast of teenage fashions (Anderson 2009).

Analyze SWOTs

Strengths: Old Navy is a relatively inexpensive clothing line, seemingly tailor-made for these recessionary times. It also has extensive children's offerings (such as school uniforms and camp clothes), which are often regarded as necessities, as children quickly outgrow their clothes. Parents might deny themselves new clothes, but not their children. It also offers cheap items for individuals seeking to supplement their wardrobe on a budget, like its $5 flip-flops.

Weaknesses: Because of its fun image, consumers may see Old Navy clothing as a frivolity, because it is not a store that sells needed clothing items that are 'built to last.' The new emphasis on frugality and sustainability may run counter to Old Navy brand associations.

Opportunities: Given the state of the current economy, consumers are scaling back. Their buying habits and brand loyalties are in a state of flux. They are less focused on brand names and images, and more upon affordability. Old Navy could command a new market segment of former mall shoppers.

Threats: Even cheaper discount stores like Wal-Mart or Target might win consumer's new loyalties. Consumers might not go clothes shopping and mall shopping at all, to save money, and pick up the little clothing they need when they are grocery or school supply shopping. Old Navy's lack of focus is hurting its stores, and benefiting its competitors: "Old Navy's sales in stores open at least a year, known as same-store sales, dropped a sharp 34% in January. That compares to an 18% drop at Gap-branded stores and a 22% drop at their sister chain, Banana Republic" (Anderson 2009). These other Gap, Inc. stores have more of a core brand image, even if their clothing is more expensive.

Step 3 - Determine MC Objectives

Convey the uniqueness of the Old Navy brand. It is fun, gives the consumer value for his or her dollar, and has insight into youthful 'hip' trends.

Step 4 - Develop Strategies and Tactics

Old Navy is making use of Twitter and YouTube with its SuperModelquins campaign, which uses interactive as well as old media to sell its clothing with plastic, created dolls, all with unique lives and personalities the consumer can follow online (Anderson 2009). The approach is edgy, yet will not alienate mothers who shop at Old Navy for their children.

Step 5 - Set the Budget