The Gap 2008 Annual Report Download - page 8
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Please find page 8 of the 2008 The Gap annual report below. You can navigate through the pages in the report by either clicking on the pages listed below, or by using the keyword search tool below to find specific information within the annual report.OldNavy
Withawinkandasmile,OldNavyenteredtheretailmarket
15yearsagoandbecameaninstanthitwithitsirreverentadver-
tisingandamazingvalueforthewholefamily.
Butwhenthecompanysteppedawayfromthisfocusin2007,
customersweredisappointed.In2008,westrengthenedour
leadershipteam,clarifiedthebrand’spositioning,andre-centered
OldNavyonitscorevalues:family,fashion,valueandfun.
OurfirststepwastounderstandOldNavy’skeycustomer:a
budget-consciousyoungmomshoppingforherfamilyandherself.
Weredesignedourproductandrebalancedourassortments
withthiscustomerclearlyinfocus.Ourshorterproductpipeline
allowedustomovequickly,sowithinmonthswewereableto
offerabetterbalanceofbasicsandfashionable,casualstyle.
Ofcourse,valueandirresistiblepriceshavebeenpartofOldNavy
fromdayone.Withthatinmind,wesharpenedourpricing
structureandintroducedanew“$5–$10–$15”shopwithinour
stores—anunmistakablesymbolofourgreatvalue.Wealso
placedabiggeremphasisondynamicstoreeventstobringthe
uniqueenergyofOldNavytolife.
In2009,we’llbespeakingtoourcustomersinevenbolderways
—startingwithourspringcampaignthatfeaturesthedistinctive
“Supermodelquins,”seenatrightwearingourclothesandtalking
upthatfamousOldNavyvalue.
Withthesechangesandastrongteam,wefeelwe’reonourway
tobringingthefunbacktoshopping,asonlyOldNavycando.