7. Objectives
Reverse the target’s
negative perception
of Old Navy as a
“product for her”
Reinforce Old Navy’s
Increase store traffic
core brand tenets of
of +5% over a six-
Family, Fun, Fashion
month period
and Value
8. Spends for her
family first.
On a budget. Optimistic
On the go Cares about how she looks.
I’m in between 25- 35
Have graduated college,
HHI $45k - $75k
There is a 50% chance I have kids.
9. When it comes to fashion…
Put together “Timeless” But needs guidance
10. So, who does Jennie currently
look to for this guidance?
10
11. The Competition
Old Navy’s defined
competitive set
Old Navy’s competitive
set for trends
14. AND that, ultimately…
What adjective best
describes Old Navy? Fashion
1%
Fun
11%
Family
24%
Value
64%
What the public thinks
Which stores do you prefer to
purchase clothing from?
26. What Does Jennie Do For Fun?
New Reading
Restaurants 5% Outdoor
13% Activities
10%
Movies
Friends 9%
16%
Shopping
10%
Travel
14% Spa Day
8%
Working Out
Family Time
10% 5%
28. I like to try new
drinks!
I use the I’m smart!
Internet
frequently!
I want to get to the
top of my career!
An SUV best matches I’m grad school
my active lifestyle! educated!
29. Active and Not explicitly
adventurous. drawn to sales.
Spends for her
Career family first.
ambitious. On a budget. Optimistic Loves to shop.
On the go Cares about how
she looks.
Tech savvy. Social butterfly.
30. Now that we know
all this, where do
we go from here?
31. At the core, Jennie needs to be able to trust her
first choice retailer
32. Jennie’s Trust
Equation
I’ll get it for You’re
You’ve got
a going to
what I
reasonable make me
want
price look good
50. “Take pride in what you have, there is
no one quite like you.” - Brandi
“Get your game face on and
dominate.” -Randi
“Be proud of something.” -Linda
“Being in control, working
it, confidence, optimism.” -Alix
“Exude confidence with what you
know have.” –Angie
“Feel confident in yourself.” -Danielle
52. “Own it” Creative Considerations
Keep it family
friendly
Bright, upbeat, fun
look and feel
53. “Own it” Creative Considerations
Mirrors Jennie’s view on life
A new approach to “fun”
54. Our New Approach to Fun
Jennie has the most fun
when she’s “owning it” in
life –
as a great mother,
an awesome friend, or a
career rock star at work
81. INCREASED
QUALITY
PERCEPTION
OF OLD NAVY
Starts to
Finally
Show Old trust Old
feels Old Looks to
Encourage Navy has Navy & Elevates
Navy has Old Navy
her to “own changed consider Old Navy
something for
it” & now them over brand
to offer guidance
“gets her” the
her
competition
82. Unafraid. Doesn’t ask for permission.
Unapologetic
Self
Quirky. Expression.
Not a Supermodel. Inherent Confidence.
