Old Navy Tries For New Target Market: Women in Their 20s
By Natalie Zmuda | Source: Advertising Age
Sales growth at the struggling Gap Inc. division began to slow in 2003 and has been steadily declining since 2005. A makeover, it appeared, was long overdue, and Mr. Cape, exec VP-marketing, was more than happy to oblige. “We were trying to be all things to all people before,” he said. “We really need to resonate with who we’re going after.”
To that end, Mr. Cape, a former JC Penney exec, plans to use the full force of his $225 million advertising budget to target, primarily, women in their 20s. Major spring and fall campaigns will highlight the retailer’s commitment to the group, while other segments, such as adults who make purchasing decisions for children, will be reached with circulars and direct mail.
How are they going to do it? – read the interview with Old Navy VP-Marketing Michael Cape >>
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