Old Navy

Project Description

LCI helped launch and position Gap's new Old Navy chain while promoting the chain's successful growth for almost a decade.

Challenge

LCI's challenge was to position and promote Old Navy's affordability, value and style while not cannibalizing its sister divisions, Gap and Banana Republic.

Strategy

With a launch that included supermodel Cindy Crawford, LCI positioned Old Navy as "your neighborhood shopping experience," in markets throughout the country while extolling the chain's values of fashion, family, value - and fun. Once positioned, LCI capitalized on store openings, special events and seasonal promotions, including more than 600 store openings, in markets throughout the country. LCI also proactively supported overall national brand building with targeted national placements, including major television (Oprah), print (Forbes, Fortune, L.A. Times, Business Week, TV Guide) and radio. In so doing, LCI helped Old Navy create positive media attention regionally and nationally, lasting community tie-ins, substantial regional awareness with grass-roots market buy-in and, ultimately, increased store traffic and business success.

Results

LCI's communications efforts were essential to building awareness of the Old Navy brand - called "the retail success of the 90's" by Advertising Age. Old Navy now has expanded from its initial beginnings to a chain of more than 650 stores and is considered one of the most dominant forces in the apparel industry. LCI achieved significant media attention regionally and nationally, including placements in: The New York Times, the Los Angeles Times, San Francisco Chronicle, Business Week, Fortune, Oprah, all the major daily market newspapers nationwide and more. Using ad equivalency analyses, LCI demonstrated a consistent 10-1 return on public relations investment dollars for Old Navy.

By collaborating with various local, regional and national news outlets, LCI helped Old Navy maximize publicity both for new stores and ongoing awareness, attract local shoppers, foster ongoing media relationships while supporting business success that continues to today.

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