Old Navy Gets a New Outlook on Style
August 5, 2006
Fueled by a recent down turn in sales, Old Navy
is getting both a new head and a new outlook on style. According to the San Francisco Business Times, the store is planning to go back to its style for less roots.
Now, I’ve shopped at Old Navy since the beginning and I remember it always focused on the basics—head into an Old Navy anywhere in the country and you know you can find a pair of jeans for $29 and perfect fit tees in a bazillion colors, for 2 for $18. That was the beauty of Old Navy.
If anything, I think the stores, at least in the New Jersey/New York/CT area have become way too trendy. I know the store pulls from the same demographics as H&M and Forever 21, but unlike these stores Old Navy also pulls from the same demographics as Talbots and Lane Bryant. No wonder Old Navy has lost many of its customers to Target, a company who gets how to be trendy and basic at the same time.
I don’t want my Old Navy trendy—that’s what I have H&M and F21 for. I appreciate some of the fun additions to their fall collection. However, don’t leave out the basics. I want my Old Navy full of jeans—of all possible designs, cuts, and sizes. I want huge, towering displays of perfect fit t-shirts that are 2 for $15. I want the cheesy ads that help pad the retirement funds of old 80’s tv stars like the late Wheezy Jefferson. Carrie Donovan, the celebrated, black framed glasses wearing fashion editor for Vogue, Bazaar and The New York Times Magazine. Having these icons pitch $29 jeans was as inspired of a fashion commercial as fashion commercials get.
Old Navy execs, keep Old Navy basic—but fun. Even us trend loving people, like a good basic white t-shirt.
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{ 6 comments… read them below or add one }
I absolutely adore Old Navy. My favorite thing about them is the basic tank tops that come in millions of colors, are excellent for layering, and are only 5 or 6 bucks a piece!
Amen, sistah! Give me the basics in a bazillion colors, not the trendoid schlock that looks cheap. I shop at Talbots and Lane Bryant, too. H&M is a complete waste of time as far as I am concerned. Here in Philly, they opened two, count ‘em, TWO H&Ms within two blocks of each other, with the exact same stuff. No kids, no plus, nothing different. WHY???
AMEN! Give me jeans, t-shirts, and p.j. bottoms from Old Navy and I’m a happy camper.
Hooray! I love Old Navy just the way it was! Remember – If it ain’t broke, don’t fix it!
congrats! you live in SF, and have access to H&M and F21, so you are luckier than most of Old Navy’s consumers… most of them have to rely on Old Navy to give them both the basics and a mix of fashion, as the other 2 retailers don’t exist in most cities in the U.S. i love h&m’s style, but they cut their clothes too small most of the time.
I love Old Navy- and not just for jeans and t-shirts (which I will admit are fabulous). I just got the Kimono sweater from ON- as seen in US Weekly. It’s as cute as it looks on- looks more expensive.