For mothers who know value, the prices are exciting. But what about the growth of the brand? With over 1,000 stores in the U.S. and Canada, Old Navy wanted to extend its brand offering — family clothing at discounted prices — to new customers. The challenge: define the customer, capture her imagination, and appeal to her with products for herself while she’s shopping for her family.
Eight's Approach:
After appointing new creative director Todd Oldham to redefine the company’s mission, Old Navy turned to Eight Communications to inspire the design team and energize their next buying trip to China. To energize the essence of the brand and restore the fun of shopping Old Navy, we created avatars of “Jennie,” a prototypical shopper, with mood boards keyed to her many roles: a 25-35 year old woman looking for on-trend fashion at great prices, a soccer mom and a pregnant mom, to name just three. The cutting-edge digital boards and style guide told visual stories enabling designers to get to know Jennie in all her guises, interests and needs.
Result:
Old Navy introduced a new denim program, extending the brand to include maternity and plus-size apparel for women. After a few difficult sales years, Old Navy is back on track, selling over $1billion of apparel.
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