Old Navy rocks - aggressive marketing by clothing store chain Old Navy Clothing Co - Apparel Merchandising - Editorial

Discount Store News, Sept 16, 1996 by Jeffrey Arlen

Baby Boomers like me were brought up on popular music. Most can even note significant events in their lives with musical markers.

Who in the post-War generation can't place songs by, say, Bob Dylan, the Beach Boys, the Beatles or, maybe, the Supremes at critical moments in his or her personal history?

Music also plays an important role in the lives of the current teenage generation. But what will become memorable in terms of tunes to this demographic group will in all likelihood have little impact on their parents' cultural mindset. I could be wrong, but I'd venture to guess that the majority of those reading this don't listen to the likes of Smashing Pumpkins or Stone Temple Pilots.

Let's face it: When it comes to popular music, there's a generation gap. But what about in retail? Can retailers create stores that offer exciting, stimulating shopping experiences for both Baby Boomers and their teenage progeny?

The sad truth is that few mass merchants create any sort of theater, musical or otherwise, in their stores, choosing to stimulate consumer interest solely by price promotions.

But one mass merchant can be placed in a league of its own. This retailer has not only given birth to the first substantial and successful young men's/juniors format in years, but it has created a national chain of stores that bridges the generation gap--again.

I am referring, of course, to Old Navy. The Gap's most recently created venue, with its frenetic high-energy atmosphere, is considered cool by teens even as it appeals to the adults who still provide their charges transportation to the store.

During Back-to-School this year, Old Navy stores buzzed with excitement. Shoppers in the New York stores formed long lines, happily waiting to pay for the piles of well-priced jeans, chinos and flannel shirts they held in their arms. "Items of the week" flew out the doors, along with low-priced "brand extenders" like dishes, alarm clocks and even dish towels. Running at full tilt, Old Navy is clearly setting the standard for mass market apparel retailing. Hopefully retailers at other chains are watching and learning.

Merchants at the major general merchandise chains have responded well to the value proposition required by today's consumers. But clothing sales, especially womenswear, remain sluggish. The Old Navy paradigm should be sending a message to apparel retailers: It is time to make shopping fun again.

Making it appeal to both junior, who represents the future, and mom, the current customer, is a challenge. But retailers who can manage to woo consumers of all ages will be able to relax and listen to the music of cash registers ringing.