Old Navy, once the epitome of 90s style for teens, has now become known for its reliable basics. Although these basics are broadly appealing, they've lost the edge that made Old Navy exciting and relevant in the past.
The company's sales have declined over the last five years, giving way to fast fashion competitors like Zara and Shein, compelling Gap, Inc. executives to act swiftly to rejuvenate the brand.
New CEO Richard Dickson's key strategy was to appoint Zac Posen as chief creative officer, tasking him with reinvigorating the brand's image with a fresh, exciting aesthetic that appeals to younger consumers.
Zac Posen's recent unveiling of '90s-inspired styles at New York Fashion Week signifies a bold attempt to revive Old Navy's appeal through nostalgic designs that resonate with consumers looking for both style and quality.
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