OLD NAVY
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OLD NAVY
PLAN BOOK
OLD NAVY
TABLE OF CONTENTS
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CLIENT BACKGROUND
RESEARCH & PLANNING
CREATIVE BRIEF
BRAND STORY
RECCOMENDATIONS
GANTT CHART
QUESTIONNAIRE
EXAMPLES
CLIENT BACKGROUND
Old Navy, a subsidiary of The Gap, Inc., operates a chain of approximately 1000
clothing stores, marketing itself as a price point provider of apparel to women,
men, children, and infants. The chain operates throughout the United States and in
Canada.
Old Navy opened its first three stores in northern California in 1994. The size
and scale of the stores were larger and more diverse than any stores opened by the
company before. Within the first year of existence, Old Navy opened 57 stores.
However, after the early 2000’s, Old Navy experienced mediocre sales growth and
brand confusion that lead to a re-branding in 2005
In 2005, Old Navy's then-president Dawn Robertson planned to give Old Navy
a more "high fashion feel" to keep up competitors. A new logo was introduced and
several stores were built or remodeled to reflect the "New Old Navy." These stores
did not fare well, proving to be a very poor investment, and Robertson was asked to
leave the company.
After the failed re-branding, Old Navy launched a new re-branding campaign
to re-design their stores to be more fun, bright, and family centered. The new store
design is known as “Project ONE” and is rolling out across the fleet of stores. The
new design targets Old Navy's target customer who is Jennie, Mike, and the Kids
and features a more efficient cash wrap design. Old Navy has maintained its clothing aspect as well as their wide array of accessories.
CLIENT BACKGROUND // 2
RESEARCH AND PLANNING
COMPETITIVE ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Fundamental Clothing
Price Point
Location of Stores
Brand Awareness
Bad Product Materials
Atrocious Advertising
Perception
New Television Advertisements
Monthly Social Media Coupon
Updates
Store Remodel
New Jean Designer-room to advertise
Negative brand association-stems from bad advertising
Competition
-Khols/Target
-American Eagle/Aeropostal
-Department Stores
COMPETITIVE ANALYSIS // 5
RESEARCH&PLANNING
Purpose:
We set out to determine our demographic’s perception of Old
Navy. We did this by conducting dozens of in-person and phone
interviews in an effort to find out whether or not a consumer
shopped at Old Navy, what they purchased, what products they
avoided and their general attitudes toward Old Navy’s Ad campaigns.
THE BAD NEWS:
The commercials
make people avoid Old Navy.
THE GOOD NEWS:
RESEARCH OBJECTIVES:
We now know what they hate &
what their looking for.
1. Determine how Old Navy’s brand, advertisements and product were perceived among different target demographics.
2. Determine what Old Navy’s strengths and weaknesses are in
each area.
3. Determine what the current ads are doing a good job of
reaching their attempted target market and what they are doing
badly.
PRIMARY
RESEARCH
Phone
Interviews
THE CHALLENGE:
Making them listen to
our new ads.
SECONDARY
RESEARCH
Researching
Internet
Complaints
RESEARCH&PLANNING // 4
CREATIVE
CREATIVE BRIEF
Our efforts have teamed together to determine a better way for Old Navy
to advertise and sell their merchandise. We believe Old Navy’s brand
name suffers from poor store layout, vexing advertising, and lastly: their
clothing. We hope to draw in more customers by replacing the kitschy
warehouse interior with something more warmer, more inviting and stylish. Old Navy’s current ads are doing a good job of reaching their
attempted target market; however, these ads are counterproductive due
to reactions among potential customers that range from ambivalent to
extremely negative . We believe a new onslaught of demographic specific ads will attract more customers. Old Navy’s clothing has a stigma for
being cheap. We believe a new campaign of targeted demographic specific ads as well as a revamped general advertising campaign will attract
more customers. We plan to make recommendations for the store to
either seek ways of improving the quality of their clothing, or focusing on
the higher quality products they have to offer.
CREATIVE BRIEF // 7
BRAND STORY
Old Navy springs from American ideals, accessibility, inclusiveness and the common man. Old Navy offers basic American style for
everyone, no matter their age, size or gender. These are clothes for
everyday American life. There is no pretentiousness, no elitism,
these are not the clothes you wear to a formal event or to impress
someone with the name and price tag. These are the clothes for the
backyard BBQ, movie night with friends or a Saturday afternoon with
the family. These are the clothes for the fond memories of childhood
and the relaxed times of adulthood. Old Navy fits in at the bleachers
of a ballgame and flipping burgers in the backyard, they get grass
stains and sweat stains, build snowmen and curl up on the couch
with hot cocoa. Old Navy is the execution of the idea that the good
things in life should be accessible to everyone. Basic American Style.
Clothes for everyday life.
BRAND STORY // 8
ARCHETYPE
The legacy of the iconoclastic Old Navy can be represented by its practical, stylish clothing. Maintaining low
prices with a wide variety of options; Old Navy fits into
the “Normal Guy/Girl” archetype. Families of all incomes
and lifestyles can find something inexpensive and attractive. Normality meets fashion and functionality through
the doors of Old Navy.
SLOGAN
ARCHETYPE //9
RECCOMENDATIONS
1. Store Remodel: Our first recommendation is that the layout of
the Old Navy stores change from the current “warehouse” theme
to a more classic and casual atmosphere. By getting rid of the
warehouse towers, putting in wood flooring, creating a more open
atmosphere by adding clothing racks, tables, and displays, and
putting in quick change dressing rooms, we believe we can
achieve the perception we desire from our target market.
2. Store Remodel Campaign: In order for the perception of our target
market to be altered we must first create awareness of the store
remodel and reopening. The campaign outlined in the next section is
our recommendation to complete this objective.
3. New Television Campaigns: From our research, we determined that the television ads currently airing are thought to be “cheesy,” and “stupid,” by the target
market. Our research specifically pointed towards the mannequins that are
were used as the main characters in past commercials as particularly annoying
and reflective of the overall tone Old Navy continues to cling to. We recommend discontinuing use of the campaign currently employed, and switching to
a campaign that reflects the themes we are trying to integrate into Old Navy.
Our campaign can be found immediately following these recommendations.
RECCOMENDATIONS// 10
RECOMENDATIONS
4. Campus Event: In order to reach the college student market, we
recommend putting on a Campus Trailer event, where the Old
Navy Bus will come to campus and host a promotional event for
students. The event will highlight Old Navy’s fundamental line
(athletic gear, yoga pants, gym shorts, t-shirts, etc.) and will give
away free clothing to the students of UNL, Wesleyan, Doane College, and Concordia. We will engage students through giveaways,
games, coupons, and other various activities.
5. Continue Campaign: Continue the new campaign into the remaining
seasons: summer, fall, and winter. We plan on moving into the next
phase of the campaign by introducing the new swimsuit line for
females starting at $10 for the summer season. We have new advertisements during the campaign for each season that can be found in the
campaign section immediately following these recommendations.
Through these recommendations we believe we can create a new image for Old
Navy. We no longer want the store to be dismissed in the minds of the target
market, and we believe through the precise execution of these recommendations that no one will be dismissing the store any longer. Rather they will think
of Old Navy as the place that has the “fundamentals for life.”
TV COMMERCIAL
Networks: Oxygen, OWN, LMN, & BRAVO
TIME LAPSE: 30 seconds
EXAMPLES// 16
TRADITIONAL RADIO AD
EXAMPLES// 15
NON-TRADITIONALPROMOTIONS
OLD NAVY Campus Tour
EXAMPLES// 17
TRADITIONAL PRINT
SEASONS
EXAMPLES// 14
NON-TRADITIONAL SOCIAL MEDIA
TWITTER
FACEBOOK
EXAMPLES// 18
GANTT CHART
Mar.
Apr.
May
Jun.
Jul.
Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
EVENTS
ADVERTISING STORE REMODEL
STORE REMODEL
STORE REOPENING
ADVERTISING CAMPUS EVENT
Campus Event
TRADITIONAL
TV ADS
PRINT
RADIO
NON-TRADITIONAL
SIDEWALK CHALK
OLD NAVY REPRESENTATIVES
SOCIAL MEDIA
FACEBOOK
TWITTER
GROUPON
YOUTUBE
EXAMPLES// 12
QUESTIONNAIRE
1. Do you shop at Old Navy?
A. If so, what do you buy there
B. If not, why not?
2. Is there any clothing that you wouldn’t buy at Old
Navy?
3.What do you think about Old Navy’s advertisements?
EXAMPLES// 13