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.Commercials 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.web-site “Episodes” running about a minute long, targeting the women in their 20’s.“Episodes” 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=12492 4http://adage.com/article.php?article_id=12492 4 http://www.oldnavy.com/ http://www.youtube.com/watch?v=Ph9x0dDT mWUhttp://www.youtube.com/watch?v=Ph9x0dDT mWU http://images.google.com/images?um=1&hl=en &safe=off&rlz=1G1GGLQ_ENUS247&q=old+na vy+in+the+past&btnG=Search+Imageshttp://images.google.com/images?um=1&hl=en &safe=off&rlz=1G1GGLQ_ENUS247&q=old+na vy+in+the+past&btnG=Search+Images