• Women's Wear Daily (archives for subscribers only), Friday, December 26, 2008 10 AM

Monday, January 28, 2008

Old Navy is scrapping its family image to target 20somethings. The new strategy is centered on faster deliveries and wardrobe-building collections that change monthly, not to mention a new logo and, eventually, store renovations. There's also a new marketing campaign that focuses on creating a more fashionable image.

Old Navy's new monthly spring 2008 collections will be previewed to the press Wednesday in Manhattan. The new logo and marketing campaign--described as an integrated package of television, print and online ads, direct mail and in-store visuals--also will be shown.

The product development cycle time has been halved in an attempt to be more trend-right and to speed deliveries so those monthly collections are ready to go. About half the store will be collection oriented, though items will still be integral to the mix. Dresses and suits, which previously were barely visible in the assortment, will be played up.

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