Gap's key revenue driver, Old Navy, has produced the worst same store sales growth of the three brands. Old Navy's sales decreased 17% during the 2008 holiday season, a sharper decline than the company's other brands. In addition, The Gap has been trying to market Old Navy more effectively in order to take advantage of more frugal consumers. However, given Old Navy's track record, investors are concerned as to whether or not focusing so much on marketing Old Navy and not its core brand (The Gap) is an effective use of time and money, especially during a recession.
