Old Navy is abandoning its family image for something younger and better-looking. The retail chain wants to ditch the amorphous, "men, women, and children alike" style and center instead on the twentysomething crowd, with more fashionable merchandise and even a hip, new logo.
The plan is to introduce new, fashion-focused collections and faster delivery, with wardrobe-building pieces changing each month- similar to the fast-paced collection introduction of such speciality chains as Zara and H&M. You'll see the first of these change next month with the introduction of an "urban safari" look. Expect to see Palm Beach-inspired brights and whites in March, surf influenced gear in April, tropical styles in May, and glitzier designs in June - apropos since Old Navy is sponsoring the MTV Music Awards that month.
In addition to the accelerated delivery plan, the clothing company, which has had suffering sales in the last few years under the struggling Gap Inc umbrella, hired designer and TV personality Todd Oldham as Creative Director in the hopes he will breathe new life into the brand.