Old Navy Adhere To The Pro Citizen Line And Seriously Sell Professional Sportswear.

Old Navy has not only dug up Jill Stanton, the executive vice president of product development and design department for 14 years in Nike, but also invited many senior designers from the professional sports brands such as Puma, The North Face, Adidas and Reebok, in order to make the series more professional and subdivided into different types of sports such as running or basketball.

Through the large-scale investment and acquisition of sports brand Athleta, Gap group's mind to enter the sports market is already clear. Of course, as far as Gap's performance is not so beautiful, it really needs a strong heart besides the cowboy. On the other hand, apart from Athleta, Gap's brand Old Navy Sportswear Field strength.

In fact, Old Navy In 2011, the sports Old Navy Active was launched, but it remained obscure. But until recently, Old Navy began to launch marketing campaigns for the series, and launched a slogan like "Built For Play", which included a new advertisement and a series of promotional activities: less than 10 $7 vest, a $7 sports coat and $15. Yoga pants And so on.

In the fashion brands of Gap, Old Navy and Banana Republic, according to statistics, Old Navy's sales in the same store in December last year were higher than those of other brands of Gap group, while the sales of other brands of the group declined to varying degrees, while the same store sales in March this year increased by 14%, which brought a 2% growth rate to the group's same store sales. The brand, which was born in 1994, achieved sales of $1 billion in only 4 years by lock-in family shopping and low price positioning.

According to the Gap group's vision, Old Navy, Gap and Athleta will help them build a low end to high-end sports apparel portfolio: Old Navy Active will continue to follow the set of discount and low price; Gap Fit campaign series aims at the middle end market; Athleta will be a relatively independent brand aimed at a more high-end consumer group.