Finally, Old Navy has taken some bold steps to shed away its image as a “run-of-the-mill discount business with too many stores”.
It has launched a new logo design and a massive re-branding campaign to shift focus from a family brand to the hip and stylish twenty-something crowd. Old Navy will finally scrap its oval-shaped logo in exchange for a more modern design featuring the word “ON”. I have to agree this new logo shows more creativity and charisma.
Of course, launching a new logo design won’t have much impact unless you add meaning to it. In the case of Old Navy, the changes will be seen in terms of speed to market, store renovations and a more fashionable brand image.
Consumers will see more designs and collections changing on a monthly basis, just like its fierce competitors Zara and H&M. For its first collection coming out this February, it will display “urban safari look” or African-inspired wardrobe. Thanks to a more coordinated effort among the design team, marketers and merchandisers, Old Navy can develop and launch more products in less time.
Also, expect to see more retail store innovations to complement these new collections. Old Navy will focus on localization of stores, meaning it will carry more items appropriate to its location. So don’t expect to have an extensive collection of coats in Puerto Rico.
Via WWD
