Old Navy - Concept

Concept

Old Navy's target market largely consists of price conscious teens to adults. The clothing is more affordable than its other Gap, Inc., counterparts. Old Navy's stores contain specialized sections for infants, boys, girls, men, and women. Most recently, Old Navy launched a re-worked line of denim for women sizes 0 to 20, men's re-worked denim and released the new line in fall 2008. In addition to clothing, Old Navy also sells a variety of accessories such as shoes, handbags, toys, hats, and sunglasses, along with a line of clothing and toys for dogs.

For many years, Old Navy has attempted to put out a product a year that focuses on attempting to catch on, some more successful than others. The products that stand out are the Tech Vest, Flip Flops, and the Performance Fleece.

Flagship stores also have "collection" business clothes for women, plus size and maternity sections. As of summer 2007 however, plus-size clothing is only available online and has been pulled from all stores. Online sales have proceeded to flourish after being offered exclusively online. Previously, Old Navy attempted to launch a bath and body line, called ONbody (Obsessively Natural), but dropped the effort after only a few months.

Old Navy informally bills itself as an all-American brand, despite producing most of its clothes outside the United States. The chain releases a shirt every summer emblazoned with an American flag. Each year's shirt features a slightly altered flag graphic with the year listed underneath. Alternatively, they also offer shirts with the Puerto Rican flag on them. In its Canadian stores, a similar shirt with the Canadian flag is sold. Likewise they frequently release additional holiday shirts including, but not limited to: Thanksgiving, Halloween, Valentine's Day, Christmas, and for 2009, Groundhog Day.