For me personally, the fact that Old Navy will now be working with Crispin Porter & Bogusky is very exciting. I can’t wait until March to see what the final result will be.
Old Navy is one of my favorite brands. I would shop there for back-to-school clothes when I was in elementary school and I plan to make a trip there today for some decently priced and modern work clothes. I also worked there for seven weeks – good discount, but not as fun as shopping there. I just really like being able to find clothes I need there and, as an added bonus, they’re usually trendy.
As I have mentioned before, I remember talking with my manager about the brand shift they were trying to execute. I have read that it didn’t go over very well, but I enjoyed it while it lasted. I remember him telling me that they were trying to compete with American Eagle instead of Wal-Mart, which is the brand they used to compete with.
Crispin should offer some pretty exciting changes to Old Navy, it will certainly offer a young and refreshing take on the brand. Crispin seems to understand how to effectively advertise to specific target markets – their target market for The King commercials (Burger King, if you have been living in a cave) was 18-34 year old stoners. Old Navy will be a challenge for Crispin because I’m not sure how humor will work with Old Navy, but nonetheless I can’t wait to see what this marriage will bring to the table for consumers.
