Old Navy: New Possibilities

Affordable fashion is a fascinating category. It's diverse, economically relevant and growing, so I thought I'd explore and use a brand, Old Navy, within this industry for this class.

When I started researching Old Navy and Old Navy's competative landscape, I did not necessarily have a specific direction or unique problem I was trying to solve. But after a bit of research and some soft consumer surveying, I noticed people perceived the Old Navy brand as cheap and obnoxious, which was interesting because similar brands in this category -- Forever 21, H&M, American Eagle, Hollister, Target and others -- were not perceived in that way, even though their products were within, relatively, the same price macrocosm.

So I thought, that's interesting: People do not necessarily always associate low price points or product quality "cheap". Rather, they see F21 and H&M as fashionable; they see American Eagle and Hollister as easy going and chill; they see Target as affordable. What's up Old Navy? How are you loosing on preception? What might you gain if people pereived you not as "cheap" but as fresh, family-centric and smart?

My brief: How might we elevate Old Navy's brand perception amongst emerging professionals and young families and drive sales through audience relevant channels and new technologies?

Initial assumptions:

We can reframe "cheap" to be greater financial freedome which results in new and fuller life opportunities.
We can reshape product sales to be more than just %30 off by elevating perceived value through powerful brand enthusiast empowerment tactics
The Old Navy community needs something to believe in; something they can rally behind; they need something that when they accomplish it, they'll feel proud to be a part of the Old Navy brand and community.

Through my initial research, here are a few key points (coming soon!):

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With the above in mind, here are a few key insights (coming soon!):

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And here are a few screen shots from my interneting...

Google Trends:

Old Navy: New Possibilities - image 1 - student project

Google Trends:

Old Navy: New Possibilities - image 2 - student project

Quantcast:

Old Navy: New Possibilities - image 3 - student project

Quantcast:

Old Navy: New Possibilities - image 4 - student project

Compete:

Old Navy: New Possibilities - image 5 - student project

Facebook Open Graph: Old Navy: New Possibilities - image 6 - student project

Facebook Open Graph:

Old Navy: New Possibilities - image 7 - student project

Facebook:

Old Navy: New Possibilities - image 8 - student project

Facebook:

Old Navy: New Possibilities - image 9 - student project

Technology:

Old Navy: New Possibilities - image 10 - student project

Consumer Expectations:

Old Navy: New Possibilities - image 11 - student project

Technology:

Old Navy: New Possibilities - image 12 - student project

Future of Retail by PSFK:

Old Navy: New Possibilities - image 13 - student project

Consumer Monitoring (Google Insights):

Old Navy: New Possibilities - image 14 - student project

Consumer Shopping Behaviors (Google Insights):

Old Navy: New Possibilities - image 15 - student project

Consumer Shopping Behaviors (Google Insights):

Old Navy: New Possibilities - image 16 - student project

Consumer Survery through Google Survey (sample size: 32 people)

Old Navy: New Possibilities - image 17 - student project

Consumer Survery through Google Survey (sample size: 32 people)

Old Navy: New Possibilities - image 18 - student project

Ian Elliott

Partner

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