THE CHALLENGE: Most stores with inexpensive clothing were poorly lit, over crowded and had no fashion point of view - not to mention they were no fun. The mission - create a new family shopping experience that brought integrity and joy to an under served market and create a product line that did compete with Gap.
THE SOLUTION: First we had to name the baby. For weeks, Mickey Drexler, CEO of Gap, and I would throw around ideas for the new name. We finally found it: OLD NAVY - inspired by a bar on the left bank of Paris. I hired a super team of artists and together we created this new brand with graphic apparel for the entire family. We successfully produced distinctive product with innovative packaging and in-store signage reflecting our fun and friendly brand that distinguished itself from the Gap. It's a launch I'll never forget!
"must-have's" at prices you can't believe!