Old Navy

Summary

Old Navy, Inc., a subsidiary of The Gap, Inc., is a chain of stores marketed as low-priced apparel for men, women, children, and infants. Known for its mission to democratize fashion, Old Navy provides stylish and high-quality clothing that caters to the needs of diverse customers, ensuring affordability and inclusivity. The brand emphasizes creating a fun, welcoming shopping experience, with products that range from casual and activewear to work-ready pieces, all designed to reflect current trends while prioritizing comfort and durability. Through its extended size offerings, user-friendly online services, and commitment to body positivity, Old Navy reinforces its dedication to making fashion accessible and enjoyable for all.

History

In the early Nineties American retailer Dayton-Hudson Corporation — parent company of Target, Mervyn’s, Dayton’s, Hudson’s and Marshall Field’s — aspired to open a less expensive version of Gap and with this in mind Gap CEO Millard Drexler opened Gap Warehouse in existing outlet locations in 1993. On March 11, 1994 it was renamed Old Navy. To establish its own identity Old Navy stores opened in northern California and Gap Warehouse stores were renamed Old Navy.

With the financial strength of The Gap supporting its expansion Old Navy had 59 stores generating reportedly $120 million in sales by the end of its first year in business. In 2001 Old Navy began establishing its presence overseas with twelve stores in Ontario Canada and opened a coffee shop in one of its stores in San Francisco.. and Old Navy Kids in Littleto Colorado. However this did not work out and was terminated.

In 2005 Old Navy President Dawn Robertson rebranded the division with a ‘high fashion feel’. In addition to a new logo.. several stores were built or remodelled and one such store in St. Petersburg in Florida reportedly cost $5 million. Unlike the industrial warehouse look of Old Navy the new stores were luxurious boutiques. However this proved to be a bad investment and Robertson was asked to leave the company.

In 2011 Old Navy began focussing on a family-oriented look.. targeting its original customer: the fictional ‘Jenny’: a married women with children. In 2012 after several years of losing revenue to rival H&M, Gap Inc. hired H&M executive Stefan Larsson to run Old Navy. Larsson made several changes including hiring designers from Coach, Nike, Reebok and North Face to design the apparel. In three years Old Navy’s annual revenues were reportedly $6 billion in the United States. Larsson left the company shortly and was replaced by President and CEO Sonia Syngal.

In 2017 Old Navy opened a big flagship in Times Square New York with extended hours. In 2019 Gap Inc. announced that Old Navy and Gap Inc. split into separate brands to allow Old Navy to grow independently but this decision was reversed in 2020. Per a company release: ‘The plan to separate was rooted in our commitment to value creation from our portfolio of iconic brands’ said Robert Fisher Gap Inc. interim president and chief executive officer. ‘While the objectives of the separation remain relevant, our board of directors has concluded that the cost and complexity of splitting into two companies, combined with softer business performance, limited our ability to create appropriate value from separation.’ In November 2020, Old Navy appointed Nancy Green as CEO.

The company is now committed to selecting fibers that have a lower carbon footprint, use less water, create less waste and support efforts to protect biodiversity. It focuses on the materials that account for nearly all of its fiber consumption: natural fibers- synthetics and manufactured cellulosics. These efforts are helping Old Navy meet its broader ambitions to achieve carbon neutrality and to have a net-positive water impact by 2050.

Vision

Old Navy’s vision is to democratize fashion, ensuring that style is accessible, inclusive, and affordable for everyone. This vision underpins the brand’s commitment to offering clothing that appeals to a broad spectrum of customers, from children to adults, while maintaining quality and value. By integrating contemporary trends with practical designs, Old Navy seeks to bridge the gap between affordability and fashion-forward looks, promoting confidence and self-expression in all who wear their products.

A core part of Old Navy’s vision involves nurturing a welcoming, family-friendly atmosphere both in its stores and online presence. The brand emphasizes creating a shopping experience that is enjoyable and easy, reflecting their mission to be an inclusive and relatable option for every customer. This vision extends beyond clothing; it involves fostering a culture that values diversity and champions body positivity, resonating with modern social values and ensuring representation for all body types and backgrounds.

Old Navy’s forward-thinking approach also touches on sustainability and corporate responsibility. The brand aims to integrate eco-friendly practices into their operations, such as using more sustainable materials and supporting ethical sourcing. By embedding environmental and social consciousness into their vision, Old Navy not only prioritizes its customers’ needs but also acknowledges its broader role in shaping a responsible and positive impact on society and the environment.

Mission Statement

Old Navy’s mission statement centers around making fashion accessible to everyone by offering stylish and high-quality apparel at affordable prices. The brand’s guiding principle reflects a commitment to democratizing fashion, ensuring that all customers, regardless of background or budget, can enjoy well-crafted and trendy clothing. This inclusive approach underscores Old Navy’s dedication to creating a space where fashion is no longer seen as a luxury, but a daily, attainable experience for all.

The essence of Old Navy’s mission is to reinvigorate the shopping experience and make it enjoyable. By combining playful, inviting store environments with fashionable options for the whole family, Old Navy strives to take the stress out of shopping and make it something that customers look forward to. This aspect of their mission is evident in their vibrant campaigns and engaging in-store displays, which aim to spark joy and encourage exploration.

Old Navy’s mission also encompasses the idea of boldness — bringing exciting, accessible fashion to customers with confidence. Their commitment to providing fabulous fashion at affordable prices challenges traditional retail models that often prioritize either cost or quality but rarely both. By delivering on both fronts, Old Navy ensures that style, comfort, and quality are within reach for all, fostering a sense of inclusivity and community among their diverse clientele.

Products and Services

Old Navy’s products are known for their wide range of affordable and fashionable clothing designed for the entire family. The brand offers apparel that caters to men, women, children, and infants, providing everything from casual wear to more polished, work-appropriate outfits. This diversity in product offerings allows customers to find clothing for various occasions, from everyday basics and activewear to seasonal collections and special collaborations. Old Navy also ensures that their product lines reflect current fashion trends while maintaining comfort and durability.

Beyond clothing, Old Navy also provides complementary services to enhance the shopping experience. The brand’s user-friendly online platform allows customers to shop effortlessly, complete with features such as easy navigation, detailed product descriptions, and size guides to assist in finding the perfect fit. Additionally, Old Navy offers services like in-store pick-up, easy returns, and customer loyalty programs, which aim to create a seamless shopping journey and build customer trust and retention.

Old Navy’s focus on inclusive sizing is another key aspect of their products and services. Their commitment to body positivity is demonstrated through their extended size offerings, which ensure that everyone, regardless of size or shape, can find clothes that fit well and make them feel confident. This inclusivity, paired with affordability and style, supports Old Navy’s broader mission of making fashion accessible and enjoyable for all.

Recognition and Awards

Old Navy has achieved significant recognition for its ability to combine affordability with a strong commitment to sustainability and inclusivity. The fashion brand has established itself as a leader in providing stylish, high-quality clothing at budget-friendly prices, making fashion accessible to a wide demographic. This dedication to affordability is not just about offering low prices but also about delivering value through durable and fashionable items that meet the needs of diverse customers.

Key Team

Nancy Green (CEO)

References

• Official website Old Navy
• Old Navy CEO Nancy Green Forbes
• Ethos of Old Navy Gap Inc.
• Old Navy’s Renewed Zest Is Likely to Lift Gap WSJ
• Protecting bioDiversity Old Navy
• Gap and Old Navy are splitting up CNN
• Why Gap’s Decision to Scrap the Split is Good Forbes
• Gap Inc. No Longer Pursuing Separation Of Old Navy Gap Inc.
• Old Navy thrives after a style-conscious rebirth NY Times
• LinkedIn page of Old Navy LinkedIn
• Empowering Women Old Navy
• Instagram page of Old Navy Instagram
• Twitter page of Old Navy Twitter
• Pintrest page of Old Navy Pintrest
• Facebook page of Old Navy Facebook
• Old Navy snapchat account SnapChat
• Wiki page of Old Navy Wikipedia
• Old Navy Inc. History Funding Universe