In 2011 Old Navy launched Project ONE, its second major re-branding, emphasizing family. Petersburg store featured rock gardens, murals, and shiny decor at a cost of over $5 million. Deciding to re-brand Old Navy, she offered “high fashion feel” merchandise, and introduced greater intimacy into the chain’s former warehouse style. In 2005 Old Navy’s president Dawn Robertson feared Hollister and American Eagle Outfitters. While he was in charge of Gap, Old Navy’s parent company, he decided that there was a need for a division to offer its unique styles to more customers at lower prices. Millard “Mickey” Drexler is often named as the force behind the start up of Old Navy. Its early success relied upon swift responses to changes in the budget fashion industry. Within its first four years, Old Navy became the first retailer to reach over one billion dollars in annual sales.
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