Monday, July 03, 2006

Old Navy Going Upscale

Old Navy is repositioning to attract customers who are willing to spend more. Sales have been down for Old Navy. In fact, they have been declining since November 2004. Sheryl Clark, Old Navy’s executive vice president of merchandising, says Old Navy had become "overly focused on value." However, there was little product and brand differentiation from other low cost retailers. Therefore, Old Navy is going to begin selling higher quality clothes at higher prices. Old Navy plans to use Abercrombie & Fitch as an internal gauge to compare its progress.

Merrick, Amy. "Can Silk and Leather Tempt Shoppers Back to Old Navy?" Wall Street Journal. Page B1. Friday, June 30, 2006.


Anonymous said...

What does this have to do with marketing research?

MarketRMan said...

Thanks for the comment. To follow up on your question, my blog actually covers a variety of marketing, social media and marketing research topics. This particular post does not pertain to marketing research. However, it is very relevant to marketing as it highlights Old Navy's attempt to "reposition" its brand in the retail marketplace. Does this help?