Low Price Is Not All Old Navy.

If you have been to the new store of Old Navy, you may see such a scene - hanging around the Hollywood type five pointed star billboard, which reads a big "Now Playing" (playing it) or a flickering announcement surrounded by light bulbs: "Hundreds of New Arrivals Arrivals (hundreds of new goods arrived)!" the staff dressed as clowns distributed candy to the children.

By the way, you can also get coupons in the form of darts.

"Maybe in many brand stores, children are considered to be only a barrier to shopping, but in Old Navy, I want to see adults and children relax. Old Navy is a place for families to enjoy shopping together."

Barnes said so.

Sports wind swept the fashion world, yoga pants instead of jeans became popular single products.

This year, Old Navy has also launched sportswear and has invested heavily in high-performance fabrics.

However, price is still the advantage of Old Navy.

Buying a pair of yoga pants at Lululemon can buy a sportswear for the whole family at Old Navy.

This idea comes from Stefan Larsson, President of Old Navy. In September of this year, the father of Ralph, who had just announced her retirement, chose Ralph as her successor and became the CEO of the same name luxury brand.

He believes that the so-called low price brands on the market are always selling clothes by the pound, which has a big problem, that is, ignoring the mood of consumers.

Mizuho Securities analyst Betty Chen told New York Times that "Old Navy used to be light."

But Larsson has brought it a more fashionable dress and marketing strategy, all of which have a strong halo effect and improve the brand image. "

In the past 3 years, under the leadership of Larsson, Old Navy has undergone an amazing pformation.

Last year, sales of Old Navy in the US were close to US $6 billion, accounting for 40% of the total revenue of the group, almost equivalent to the sum of two brands of Gap and Banana Republic.

In 2012, Gap group dug its Stefan H&M, the sales director from Stefan, and gave him the challenging brand Old Navy at that time.

Prior to that, Larsson has worked in H&M for 15 years, responsible for H&M expansion and its 2300 store businesses.

At that time, compared to the new fashion jacket of H&M show, Old Navy's casual wear became less attractive.

The recession has also led to a sharp decline in clothing spending, even though the low price brand Old Navy has been hit.

Between 2006 and 2008, sales of Old Navy fell by more than $1 billion.

After coming to Old Navy, Larsson set up an elite team to hire Coca-Cola Ivan Wicksteed, the former creative director of the brand as the marketing director of the brand. She also invited the designer from Coach to invite sportswear designers from Nike to invite the chief designer of the men's clothing design from The North Face.

The starting point of all this is not to make products look cheap.

These people have changed the way Old Navy designs garments.

Previously, suppliers of Old Navy would buy clothes from places like Sax's boutique and A&F, and pick a few of them, which are usually very clumsy in Navy.

But in the past two years,

The development of its own design strength, the introduction of single products from daily funds and basic funds to a more fashionable and in line with the fashion trend of the season.

The exposed ankle known as "goblin"

(pixiepants) is the victory of Old Navy so far.

"We used a unique design and then put it into the market to test how customers react to it.

Last year, we sold 2 million 400 thousand pairs of trousers of this style, "Larsson said." this is one of the costumes for us.

Now, Old Navy is looking for the next product that can be sold.