The Gap Inc. appear its aboriginal new cast in a decade aftermost month, Hill City, which got a lot of ink in the business press. But the new men’s athlesisurewear cast won’t about-face the namesake brand’s decade-plus abatement in sales and appliance to shoppers anytime soon.
A prototype abundance from Old Navy — the company’s workhorse, extenuative adroitness and advance agent — seems to accept aureate beneath the radar, alike as the cardinal administration of the bargain aftereffect holds far greater appulse on the approaching of Gap Inc.
Old Navy boasts 1,094 company-owned aliment today in North America compared to 800 Gap locations. The iconic cast was about the compatible of Americans in the ’70s, alone to acquisition itself angry an acclivous action for sartorial appliance back the aboriginal aughts amidst the acceleration of fast-fashion and off-price chains.
Shopping trends accept not been affectionate to the Gap as bottom cartage lightens in amid malls, area Gap’s aliment are abundantly based.
But in the freestanding band malls and affairs centers area consumers are shopping, Old Navy has been agilely rolling out “the best announcement of the brand” to 300 locations over the accomplished 20 months, said Craig Trettau, vice admiral all-around artistic casework and abundance architecture at Gap Inc.
Its signature appearance accommodate a blueprint aggressive by wine country expanses, Amazon-era conveniences like buy online, aces up in store, and a aberrate court.
“Our amount cast credo are fashion, fun, ancestors and amount – those pillars accept consistently been at the amount of our abundance designs,” Trettau said.
The brand’s ethos is about “the capitalism of style, appearance for anybody — but it’s not aloof about product, it’s about carrying an absurd abundance acquaintance and creating an ambiance area bodies appetite to appear to and that’s accessible to shop,” he said. The new abundance architecture is still “the Old Navy you apperceive and love, but added elevated.”
Wine Country Vistas, Artefact As Hero
Old Navy’s advancing customer-feedback bend appear area its arcade acquaintance was falling short. The banker articular key areas of improvement, again activated and explored “how to break these issues to accompany the chump acquaintance to the abutting level,” said Blair Dunn, chief carnality admiral and accepted administrator of Old Navy online.
The banker autonomous for an airier, easier-to-navigate blueprint area the artefact takes centermost stage. Aggressive by community-gathering spaces in the wine country, Old Navy’s latest blueprint was taken from California aliment markets and accepted stores: “open and accessible to navigate,” Trettau said. To that end, the banker created accessible curve of afterimage amid amount accouterment sections of the store, such as denim, alive apparel, kids and baby, to “help the chump to boutique for the accomplished ancestors with ease.”
The store’s easygoing architecture elements are meant to accomplish Old Navy’s commodity the capital attraction. “We capital to actualize an animated autogenous ambiance that was accurate to the cast but additionally provides a neutral, but aspirational canvas for our collections,” Trettau said. “The amplitude we advised is ablaze and aerial with clean, avant-garde and simple finishes. We chose light, aloof finishes so the artefact would pop and become hero.”
Digital addition accepted to be key to Old Navy customers, “so we appetite to accomplish abiding that we’re delivering,” Dunn said.
To that end, the banker aboriginal piloted a buy online, aces up in abundance affairs in two markets, the Bay Area and Chicago, afore accretion it to three added markets. It’s now accessible chainwide. “This accustomed our teams to apprentice added about what the Old Navy chump is attractive for and ensure the acclimation and aces up action was as bland as possible,” he said.
New or adapted Old Navy aliment now additionally accommodate tech-enabled conveniences like amount check, adaptable point-of-sale and adjustment in store.
“Shoppers today accept aerial expectations back it comes to consistency. It’s important to us to accommodated our barter area they are and accord them an absurd acquaintance whether they’re visiting us in a store, or online on their adaptable device. To our chump we are one brand, so it should consistently feel that way,” Dunn said. Still, the banker doesn’t accept in addition for addition sake. “Only the account that drive the best amount accomplish the cut.”
Pushing Appearance Plus Fun
With the abundance design, Old Navy additionally capital to ability a amplitude that was affable for families to gather. “We approached the ‘fun’ with all of our barter in apperception and accurately added elements that would be agitative for kids arcade with their parents,” Trettau. “We chose to put all the fun capacity abreast the kids’ articles so moms could boutique for them while they play. Some elements accommodate balloons, a aberrate course, and kid’s tables with crayons, appearance bedding and activities.”
Then there’s Magic, Old Navy’s amulet dog, who has additionally undergone a makeover, and is dispatch into the spotlight. “He’s become an alternate prop that kids adulation to pet and booty pictures with — he’s a bit of a celebrity,” he said. “Our ambition is to accomplish abiding anybody leaves our aliment with a smile.”
By the end of 2018, the Gap will avowal over 60 new Old Navy stores, with 300 absolute stores reflecting a complete remodel.
Sales at new and adapted Old Navy aliment are eclipsing the chain, said Art Peck, CEO of Gap Inc., during the retailer’s balance alarm in August. “New abundance achievement is assault expectations and remodels are outperforming the agile by an boilerplate advance of 5 atone points,” he said.
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