For over a decade, (founded in 1994), Old Navy is known to make casual yet trendy apparel for women, men, girls, boys, baby girls and baby boys. It also makes shoes and accessories but we will overlook that, for our purpose. Old Navy focuses on the family. The target audience of Old Navy, however, is the trend-driven teenagers with a budget, a casual man, a mother who shops for the family. The clothing at Old Navy is more reasonable than all the other Gap subsidiaries. The most popular products at Old Navy are its tech vests and its fleece. It recently launched a ‘women’s plus’ line which is exclusively made as an online product (Gap, 2008). This was said to generate a significant volume of online sales for them. It also started a bath and body line, ONBody, which later slumped due to its failure with the customers.
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