Advertising
Old Navy has gone through many evolutions of marketing campaigns in the last decade. The mannequin approach needs to be retired in exchange for something more fresh and exciting; especially for the target demographic of young males. It is recommended that smartphone advertising be utilized as the delivery platform to reach this demographic.
The common idea about men is that they do not like to shop. However, this isn't quite the case. Rather, they just shop differently. Reaching out the men in the twenty-five to thirty-five demographic requires new skills as marketers. The previous generation of Old Navy advertisements used mannequins to try to attract the attention of its target market. The campaign was described like this in the New York Times (Elliot, 2011):
Old Navy is sending its spokes-mannequins back to the sales floors and storerooms. For almost two years, the Old Navy discount-clothing chain has run a campaign centered on the "Supermodelquins." The characters are store mannequins,...
Old Navy's Mobile Marketing Campaign Over the last several years, there has been a shift in consumer tastes. This is because the overall demographic is changing with more of a younger audience becoming the largest segment. To reach out to this new audience, requires changing the basic strategy that is being used during this process. This means that traditional approaches are no longer valid. Instead, there must be an emphasis on
Old Navy needs to pick its own niche, perhaps in the over 30 crowd where the competition isn't as entrenched. Old Navy needs to be careful to avoid overlaps with Gap and Banana Republic which are all part of the same company. Once Old Navy hones its target, it can do a better job of determining the product mix and positioning that will appeal to its intended audience. Despite its advertising
Some brands will be stylish, others vintage, still others cheap and some high quality etc. Old Navy needs to find its niche. Why should customers visit their stores and not the rivals? This distinction must be attained and heavily advertised. This must be done with customer's buying behavior in mind. What will lure the customer to Old Navy for its own products? Seek Joint Promotion While cross over products are not
High magazine readership of fashion and lifestyle magazines including Self, Shape, Lucky, InStyle and Glamour. That fit the following psychographic and attitudinal segmentation profiles: Social, mobile, active, valuing style and career, with a strong interest in alternative and pop music. The proposed partnering with the musicians mentioned earlier will strengthen and amplify the branding of unpretentiousness and being real about who one is. See friends and time spent with them as a sanctuary
These other Gap, Inc. stores have more of a core brand image, even if their clothing is more expensive. Step 3 - Determine MC Objectives Convey the uniqueness of the Old Navy brand. It is fun, gives the consumer value for his or her dollar, and has insight into youthful 'hip' trends. Step 4 - Develop Strategies and Tactics Old Navy is making use of Twitter and YouTube with its SuperModelquins campaign, which
Navy An Historical Account of the United States Navy, 1775-Present The history of the United States Navy should be divided into two parts: the first part consists of (roughly) the Navy's first 100 years; the second (and modern) part follows. It is the difference between the Old and the New, the days of sailing ships and the days of industrial and technological advancement so astounding that the "Old Navy" must now surely
Our semester plans gives you unlimited, unrestricted access to our entire library of resources —writing tools, guides, example essays, tutorials, class notes, and more.
Get Started Now