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 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

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 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”

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 4http://adage.com/article.php?article_id= mWUhttp:// mWU &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