LOS ANGELES — Although comparable-store sales are down (4 percent in May and 27 percent in April), Jenny Ming said Old Navy has seen an improvement in traffic and margins over last year, and to stay on the right track, she outlined changes to be...
LOS ANGELES — Although comparable-store sales are down (4 percent in May and 27 percent in April), Jenny Ming said Old Navy has seen an improvement in traffic and margins over last year, and to stay on the right track, she outlined changes to be visible at the chain by fall.
To an audience at the Credit Suisse First Boston Global Retail and Apparel Conference in New York on Wednesday, the Old Navy president said that due to the customer’s concern for fit, the chain has reduced its assortment by 30 percent. It is providing shoppers fewer styles in a greater variety of body sizes, instead of several styles in one fit. Ming said she is also considering rolling out new categories, like maternity, which is selling well online, in the fall. She expects to make the decision within this month.
To clean up stores, Old Navy will create destination shops within stores featuring such items as khakis, shirts or jeans with distinct in-store product signage. The chain will also reduce the number of items piled on tables and lower the product by six inches for better accessibility.
The store experience should be about neat and clean organized stores, said Ming. "I know that sounds basic, but we got away from it and the customer missed it," she said.
And look for more of the quirky Old Navy advertising campaigns this year. Gap Inc., its parent, has increased spending on marketing by 10 to 15 percent and Old Navy should get the lion’s share of that expenditure.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia