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pennysaver4you
August 20, 2008

http://www.shopaisle19.com click hear to get a free Aisle19 online mall.... In 1994, the Founder of Gap, Inc., and the CEO were visiting Paris, France and came upon a place distinctly named Ol...

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click hear to get a free Aisle19 online mall....

In 1994, the Founder of Gap, Inc., and the CEO were visiting Paris, France and came upon a place distinctly named Old Navy and it struck a chord with them. (The Old Navy official site says, "Old Navy was named after a bar in Paris.") A branding consultant two weeks before the trip abroad had presented them with the name 'Elevator'. The concept name was received with mixed reviews. It has been said that the name was chosen because the stores were to imitate the look and feel of a traditional military surplus store. While this motif was quickly dropped, though some packaging is still marked "Old Navy Surplus Co." many stores retain a warehouse-like/urban decor and the name Old Navy stuck.

The online store, oldnavy.com, launched operations in 2000. There is always a $7 shipping fee, no matter how much you purchase online at oldnavy.com

In 1999, Old Navy expanded its franchise to 6 locations in Puerto Rico. In 2001, Old Navy opened 12 stores in the Greater Toronto Area, Canada. Furthermore, in 2004, 7 stores were opened in the province of Quebec (including 6 in the Montreal Area). Old Navy has since opened several stores in Ontario, and the rest of Canada.

Concept
Old Navy's target market largely consists of fashion oriented yet price conscious teens to adults. The clothing is more affordable than its other Gap, Inc., counterparts. Old Navy's stores contain specialized sections for infants, boys, girls, men, and women. Most recently, Old Navy launched a re-worked line of denim for women sizes 0 to 20, mens re-worked denim will be released in fall 2008. In addition to clothing, Old Navy also sells a variety of accessories such as shoes (their flip-flops are very popular), handbags, toys, hats, and sunglasses, along with a line of clothing and toys for dogs.

For many years, Old Navy has attempted to put out a product a year that focuses on attempting to catch on, some more successful than others. The products that stand out are the Tech Vest and the Performance Fleece.

Flagship stores also have "collection" business clothes for women, plus size and maternity sections. As of summer 2007 however, plus-size clothing is only available online and has been pulled from all stores. Online sales have proceeded to flourish after being offered exclusively online. Previously, Old Navy attempted to launch a bath and body line, called ONbody (Obsessively Natural) , but dropped the effort after only a few months.

Old Navy informally bills itself as an all-American brand. The chain releases a shirt every summer emblazoned with an American flag. Each year's shirt features a slightly altered flag graphic with the year listed underneath. Alternatively, they also offer shirts with the Puerto Rican flag on them. In its Canadian stores, a similar shirt with the Canadian flag is sold.

In late September 2007, Old Navy started to offer Old Navy Visa cards, which are now, only available in the US. Unlike the regular ON credit card, these cards can be used anywhere but still bear the Old Navy logo on the front. Customers get 5% cash back on purchases at any Gap, Inc., store (Gap, Baby Gap, Banana Republic, Old Navy, and Piperlime), and 1% cash back on all other purchases. The previous "Stuff 'n Save" promotions and the 10% off your first purchase are still included.

Advertisement campaigns
The most notable aspect of Old Navy's television advertisements is their kitschy, satirical and tone toward a retro time period, vaguely between 1940 and 1960. In sharp contrast to the Gap's advertisements, Old Navy's feature chipper family members sporting their clothing line while engaging in wholesome family activities, such as barbecuing. A common tagline used in their campaigns is for the whole family!"

In spring of 2008, Old Navy started its brand relaunch with a new episodic television campaign.

wapedia.mobi/en/Old_Navy

Category: Education

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