Gap (GPS)

Old Navy: Tom Wyatt

Old Navy is building on the work it began last year to re-establish itself as a fun, family value brand. This strategy has helped stabilize the business and strengthen its brand positioning. With its unique and fun Supermodelquin advertising campaign, Old Navy is becoming top of mind for consumers. To work towards steadily winning more share of the value market, Old Navy will continue to offer quality products at consistent, compelling prices. In addition, Old Navy will focus on improving the experience for customers within the store through a recently unveiled new store design, which will be in about 50 stores by the end of 2009.

Old Navy: Tom Wyatt

Old Navy is making the necessary, critical changes to improve its business with a strategy centered on the concept of fun, family and value. Over the past seven months, Old Navy redefined its customer target and positioning as an energetic brand with great product at compelling prices for young moms shopping for their families and themselves. The brand recently hired a new creative agency, Crispin Porter & Bogusky, to help align its marketing more closely with this target customer. Old Navy’s top priorities for 2009 are improving the product assortments, driving traffic, delivering on its promise of value, and executing on its new store design.