Old Navy

Old Navy logo

Old Navy is a brand of clothing and chain of stores that is owned by Gap Inc., which also owns the Gap, Banana Republic, and Forth & Towne brands. Old Navy's corporate operations are with The Gap in San Francisco and San Bruno, California.

History

Launched in 1994 as a value chain, Old Navy opened its first store Colma, California. As of 2005, Old Navy has more than 800 stores in many cities in the United States and Canada, the largest of which is in Chicago, Illinois.

The name "Old Navy" was chosen because originally the stores were supposed to emulate the look and feel of a traditional military surplus store. While this motif was quickly dropped, many stores retain a warehouse-like/urban decor.

The online store, oldnavy.com, commenced operations in 2000.

In 2001, Old Navy opened 12 stores in Canada, offerring the same products at slightly higher prices.

Concept

Old Navy's target market largely consists of teenagers; accordingly, the clothing is trendy, yet more affordable than its other Gap Inc. counterparts. (And rivals like American Eagle, Abercrombie and Fitch and Hollister) Old Navy's stores contain specialized sections for infants, boys, girls, men, and women, and within these categories contain styles for many occasions. In addition to clothing, Old Navy also sells a variety of accessories such as shoes, handbags, toys, hats, and sunglasses. Perhaps Old Navy's most recognizable product are their popular flip-flops.

Old Navy informally bills itself as an all-American brand. 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 below. In its Canadian stores, a similar shirt with the Canadian flag is sold.

Advertisement Campaigns

The most notable aspect of Old Navy's television advertisements are their satirical tone toward a retro time period, vaguely between 1940 and 1960. In sharp contrast to the Gap's advertisements, Old Navy's feature chipper family members sporting their clothing line while engaging in wholesome family activities, such as barbecueing. A common tagline used in their campaigns is the widely recognized "(insert clothing article here) for the whole family!".

Old Navy is also known for its advertising campaigns featuring celebrities such as Morgan Fairchild and hip hop artist Lil Kim. Another popular spokesperson was former Vogue editor Carrie Donovan, who often appeared in ads with company "spokesdog", Magic. According to Gap Inc., Magic, a Airedale terrier mix, was rescued from the streets of San Jose. Magic remains an informal mascot of the company, though Donovan has since passed away.

Jeffersons stars Isabel Sanford and Sherman Helmsley appeared in a number of Old Navy television commercials in the late 1990s and early 2000s.


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Jeffersons stars Isabel Sanford and Sherman Helmsley appeared in a number of Old Navy television commercials in the late 1990s and early 2000s. The Sire Records (US) version of On contains only "On", "73-Yips" and "Xepha" in edited forms, followed by the Reload Mix of "On". Magic remains an informal mascot of the company, though Donovan has since passed away. The "28 Mix", also nothing like the original, is rumoured to be the unreleased 28th track for Selected Ambient Works Volume II. According to Gap Inc., Magic, a Airedale terrier mix, was rescued from the streets of San Jose. The "D-Scape Mix", in actuality a remix of "D-Scape" from On, features mostly harsh "sucking" noises, making it unpleasant for many listeners. Another popular spokesperson was former Vogue editor Carrie Donovan, who often appeared in ads with company "spokesdog", Magic. As noted above, the two mixes by James are of questionable origin.

Old Navy is also known for its advertising campaigns featuring celebrities such as Morgan Fairchild and hip hop artist Lil Kim. It features 4 "remixes" of the song, one by fellow Rephlex artist µ-Ziq, one by Reload, and the remaining two by James (although it is widely speculated that these are not remixes at all, and are original material). A common tagline used in their campaigns is the widely recognized "(insert clothing article here) for the whole family!". On also produced a companion disc of remixes, known as On Remixes. In sharp contrast to the Gap's advertisements, Old Navy's feature chipper family members sporting their clothing line while engaging in wholesome family activities, such as barbecueing. It is available on the Come to Viddy and Warp Vision (The Videos '89-'04) compilations. The most notable aspect of Old Navy's television advertisements are their satirical tone toward a retro time period, vaguely between 1940 and 1960. The music video, directed by Jarvis Cocker, features drips of water synchronized with the song, a stop motion sequence filmed on a beach involving numerous props (including an old fashioned diving suit and a cardboard cutout of James), and images of the tide.

In its Canadian stores, a similar shirt with the Canadian flag is sold. It is interesting to note that on both releases, the title "On" is only mentioned once: in the tracklist of the On EP. Each year's shirt features a slightly-altered flag graphic with the year listed below. Released after his album Selected Ambient Works 85-92, and just before his follow-up, Selected Ambient Works Volume II, On is often described as ambient techno despite the presence of harsh, abrasive beats in the title track. The chain releases a shirt every summer emblazoned with an American flag. It was released November 15th, 1993 by Warp Records. Old Navy informally bills itself as an all-American brand. James, more commonly known by his recording alias of Aphex Twin.

Perhaps Old Navy's most recognizable product are their popular flip-flops. On is the title of a 1993 EP by the British electronic music artist Richard D. In addition to clothing, Old Navy also sells a variety of accessories such as shoes, handbags, toys, hats, and sunglasses. "On (28 Mix)" – (6:47). (And rivals like American Eagle, Abercrombie and Fitch and Hollister) Old Navy's stores contain specialized sections for infants, boys, girls, men, and women, and within these categories contain styles for many occasions. "On (µ-Ziq Mix)" – (6:43). counterparts. "On (Reload Mix)" – (7:06).

Old Navy's target market largely consists of teenagers; accordingly, the clothing is trendy, yet more affordable than its other Gap Inc. "On (D-Scape Mix)" – (10:40). In 2001, Old Navy opened 12 stores in Canada, offerring the same products at slightly higher prices. "Xepha" – (5:42). The online store, oldnavy.com, commenced operations in 2000. "D-Scape" – (6:54). While this motif was quickly dropped, many stores retain a warehouse-like/urban decor. "73-Yips" – (4:14).

The name "Old Navy" was chosen because originally the stores were supposed to emulate the look and feel of a traditional military surplus store. "On" – (7:03). As of 2005, Old Navy has more than 800 stores in many cities in the United States and Canada, the largest of which is in Chicago, Illinois. Launched in 1994 as a value chain, Old Navy opened its first store Colma, California. .

Old Navy's corporate operations are with The Gap in San Francisco and San Bruno, California. Old Navy is a brand of clothing and chain of stores that is owned by Gap Inc., which also owns the Gap, Banana Republic, and Forth & Towne brands.

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