New Old Navy: Does this mean it won't suck?

by Jonathon Morgan (Subscribe to Jonathon Morgan's posts)
Posted Dec 23rd 2007 at 11:20AM

Right around 1998 Old Navy hit their stride. They were right in line with the Dave Matthew's Band-loving, sensitive frat guy look that was unfortunately sweeping the nation. But times changed, people got smarter (and actually interested in fashion), and they stopped dressing like dorks season after season. Other stores that used to target a similar demographic (Gap, J Crew, etc), re-imagined themselves for a more fashion-forward customer, while Old Navy kept insisting that faux-thrift-store, "retro" t-shirts and ill-fitting pants were all the rage.

But rumor has it that maybe times have changed. The company has launched an under-the-radar email campaign to generate buzz about the "New Old Navy." Unfortunately, no one knows what that means.

New and Improved? Judge for yourself

(click thumbnails to view gallery)

Fashionista thinks they might be buying Fred Flare and turning into a lifestyle store, or that they're about to release some cutesy TV commercial with their new head designer, Todd Oldham. I have no idea what they're planning -- but I hope they're launching a new clothing line that isn't targeted at high school-aged jocks.

Just a pipe dream?

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Filed under: Fashion, Designers & Brands
Tags: old navy, OldNavy, rumors, stores

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READER COMMENTS

(195)Add A Comment

Gina, 12-30-2007, 8:06PM

Mr. Jonathon Morgan,
Your writing is at a fifth-grade level. No wonder you can't get a job with a reputable fashion magazine. You should be embarassed.
-Gina

Reply »

ben, 12-30-2007, 8:51PM

I totally agree with Gina.

Stephanie, 12-30-2007, 8:46PM

When criticizing someone's grammar, make sure you check your spelling. You must have intended to make your snide comment and feel superior to the author of this obviously innocuous article. The argument you make about the author's ineptitude is completely outshined by your spelling of embarrassed.

Jon Boy, 12-30-2007, 10:09PM

Old Navy sucks. They change their look and style every year. That's not good when trying to build brand loyalty with its customers.

Anyone bored? Check out my blog, http://curiousread.com

JonBoy

.

Duckster, 1-02-2008, 1:00PM

Gina,

That's the one bad thing about casting stones, you have to be perfect to get away with it. Embarrassed has two R's, not one.

Scott, 1-02-2008, 1:32PM

I am not sure what you do Gina (work or otherwise) but I have taken journalism. And to write for the media you have to write at a level that is readable at the average reading level of the American public (which interestingly enough, is a 5th grade level).

So before we crticize someone's writing, I think it be best we know what we truly or criticizing or how we should criticize.

JadiaSun, 12-30-2007, 8:29PM

I used to love Old Navy, but then I noticed that a large portion of their clothes started looking the same year after year, with the main difference being cheaper fabrics. I guess most of these were "basic" designs, but still, if half the store is basic tees every summer, there are only so many summers I need to bother going in.

The "fashion" items are often kind of funky looking, and I haven't found nearly as much that I like there in the last year as I used to. I used to be able to go in and easily find myself deciding which items I had to forego from my armload, in order to keep my budget. The last time I was in, I walked out empty-handed, so I think I'd welcome a bit of change.

Reply »

DA, 12-30-2007, 9:36PM

I work at Old Navy and I will be more than happy for them to change the style. It's more economical to shop at Old Navy than Banana and Gap, so we get a lot of different walks of life into the store. Unfortunately, the jeans are made for the Paris Hilton's of the world, much like AE & Abercrombie.

Since I'm in my mid 30's I would love for Old Navy to cater to my age group more. I'm not asking for Mom jeans, I'm asking for fashion at a price I can afford.

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Trish, 12-30-2007, 9:11PM

I actually like Old Navy. I find their clothes cute and in style. My problem is that they're actually raising their prices on a lot of the clothing. You might as well shop @ Gap now instead. That's my only complaint. If this new designer comes in or whatever.. the prices will probably go up even more.

RICKI, 12-30-2007, 8:22PM

Old Navy clothes should be called Old Tired clothes is right, the only thing they have going for them is the childrens line of clothing...time for a huge re-vamp!

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Cyndi, 1-03-2008, 10:19PM

Old Navy makes great, affordable clothing. Not everyone can go out and spend 80 dollars on a little article of clothing, whereas at Old Navy you can get aroung 4 or 5 articles for the same price, without comprimising the quality.

drmofgenie, 12-30-2007, 8:29PM

The quality of Old Navy clothing is even worse than the style of the fashions, if that's possible. It has been years since I was foolish enough to shop there.

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hry, 12-30-2007, 8:45PM

I dont like the vintage looks so I stopped buying the clothes since then even though the prices are great.

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Javah, 12-30-2007, 8:46PM

oops, bad grammar... LOL

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Elizabeth, 12-30-2007, 8:48PM

If you don't like Old Navy, so be it. That's your opinion. My opinion is that Old Navy is a pretty good store. While most of the time I walk out empty-handed, that's not because I don't like the items. It's just that I'm very picky in what I'll wear and how much I'll spend on it. I may see something and think, "Hmm...I like this, just for someone else." So I completely disagree with this article. Old Navy doesn't suck for me, but if it does for you: fine.

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Dave, 12-31-2007, 12:27PM

What are you from the boon docks of Alabama ! Oh maybe you don't make more then minimum wage to afford a+f or hollister. Your poor kids ! I hope you don't have any.......Just keep buying the Old Navy crap that is made in China by children that should be in school. And god forbid they don't make heir quota of shirts they get lashed with egg noodles. Please go back to the counter you have another customer... I'll have a whopper with no mayo......

Danielle, 12-30-2007, 8:53PM

I happen to like Old Navy and shop there for myself and friends and family often. It is good for casual clothes as well as some basic staples for work. Albeit - it's not Fashion Week in NY - but for the average consumer - it is cost effective and cute. I hope to god it does not turn into the Forever21 crap that hails to the 13 year olds out there with daddy's credit card.

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teacherjpm, 12-30-2007, 9:17PM

Old Navy is okay for fashion basics like white t-shirts. Their kids clothes are cute and once in awhile I find something else I love.....yesterday in fact an off white sweater vest. Not for everyone, I'll give you that.

Reality, 1-02-2008, 10:32AM

I can't imagine what one would find at Old Navy that would be "work appropriate."

Brittany, 1-03-2008, 10:44PM

I totally agree with you. Sometimes the best fashion is the basics. I go to Old Navy to get jeans, t-shirts, and sweaters in basic colors and simple designs. They look great every day without me having to worry about spenind money that I don't have. Not everyone one is a fashionista and let's face it, most people are more practical than that. Old Navy isn't aimed at "high school jocks". It's aimed at real people who live in the real world.

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