Owned by Gap, Old Navy’s is a discount department store where the average American can buy essentials like oversized pants for $18, striped T-shirts for $8, and more. The New York Times reported that the company is making an effort to become more hip and larger, citing the $6 billion in sales that Old Navy’s winter collection made in 2014, more than the whole 2014 sales of Gap and Banana Republic put together.
Will Old Navy ever be fashionable, despite its efforts to make its low-cost clothing imitate trends seen on the catwalk and on the streets? Old Navy’s VP of men’s design, Claire Newman, and GM of menswear, Christopher Goble, spoke about the company’s recent success and their plans to expand into more locations. Old Navy’s Black Friday sale is their biggest of the year.
HOW IS THE OLD NAVY? HOW DO PEOPLE REACT TO YOUR SUCCESSFULNESS?
The Old Navy Winter Collection, as described by Christopher Goble These past few years have been great. Great results over the past three years. Everyone agrees that we need to accomplish this. We are never content with our achievements. Our goal is to raise expectations. We basically produce what we consider to be authentically American: relaxed, peppy, practical, and easy to live in.
SO, WHAT EXACTLY IS THE DREAM THAT EVERYONE HAS BOUGHT INTO?
The initial aspirational US value brand. We give that opportunity to families. You’re absolutely true; we don’t pay any attention to the runway or to the underlying tendencies. We’re looking into all of our options to determine which one is best for our business.
VENDOR OF ASPIRING VALUE?
It’s all about locating the things from the Old Navy winter collection that customers want but can’t afford. We provide reasonably priced fashionable, modern, and aesthetically pleasing goods. They have the financial means to do so. There is a widespread availability of fashionable options.
MORE THAN ONE FIRM HAS BATTLED IT OUT FOR THE SAME MARKET DURING THE PASS 5 YEARS
We’ve found our place with the Old Navy winter line. You’ve mentioned some brands that may be more expensive than we are. Continual competition exists in the value market. Our main rivals are the department stores, supermarkets, and specialized labels. We’re unique because we offer an American take on the importance of family life from that vantage point.
WHAT’S YOUR GREATEST RECENT PRODUCT? WHAT HAS RESONATED WITH CONSUMERS IN RECENT SEASONS?
Recent years have seen a rise in popularity for joggers and destructed denim. The demand for our printed tees has skyrocketed. Additionally, we have found that bottoms with a generally thinner fit are beginning to work well for us.
DO YOU SUPPOSE YOUR CONSUMER IS MORE DARING THAN YOU THOUGHT? HOW WOULD THAT AFFECT DESIGN?
I suppose some guys seek fashion-forward things. I assume we had him previously but didn’t give him the correct stuff. We started with the fundamentals. He also wants fashion. We’re turning around. It’s Claire Newman, all right. More effort is being put into identifying global trends. Catwalks. We take a look at the newest fads on the streets. Browse weblogs.
YOUR IDEAL CUSTOMER? WHO WOULD YOU DEPICT AS YOUR BEST CONNECTION?
Any client is welcome for Old Navy winter collection. However, we target 25-to-35-year-old men who desire trendy stuff. That haloes. Delivering trendy items to a 25- or 35-year-old may halo to younger and older audiences. We want everyone.
PRESIDENT STEFAN LARSSON TOLD THE NEW YORK TIMES THAT FASHION SNOBBERY IS DYING, PARTICULARLY AMONG YOUNGER PEOPLE. CAN YOU EXPLAIN?
In general, society is more welcoming, inclusive, and less exclusive. I believe Old Navy Black Friday Deals fits that broader trend perfectly. Old Navy’s included. I believe that’s the market and how things are going. Well-aligned.
WHAT’S YOUR ELEVATOR PITCH FOR OLD NAVY TOMORROW?
We provide the same products you purchase elsewhere at a better price and on trend. Thus, we will save you money for other pleasures in life. Our finest work is yet to come. Return to us, and we’ll keep surprising you.
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