Retail and mail order: Clothing and fashion

 

The valued-focused Old Navy apparel brand was an immediate hit when it was introduced in 1994 by San Francisco parent company and national clothing retailer Gap, Inc. Old Navy made a name for itself w ...

In only its second year of national television advertising and its fourth year in existence, Old Navy clearly announced its arrival as a major marketer by securing a spot on the final episode of ...

The J.C. Penney Company, Inc., had been a fixture in the retail world for nearly 100 years when sales started to drop in the late 1990s. The Plano, Texas, company realized that Americans had lost inte ...

In 1999 Gap Inc., with a reputation for offering consumers affordable casual clothing basics such as khakis, jeans, and T-shirts, shifted its marketing focus to teen shoppers. To attract teens to its ...

Gap, Inc. was established in 1969 with the purpose of selling one product: Levi's jeans. In 1991 Gap cut its ties with the Levi's brand and limited its merchandise offerings to Gap� ...

On April 23, 1998, Gap Inc. launched a global advertising campaign for its chain of nearly 1,600 casual-clothing stores. This campaign, created by Gap's in-house agency, Gap Direct, focused o ...

As Gap, Inc., approached its 35th birthday in early 2004, the 1,500-store chain was experiencing an upswing in profits and sales, reporting steady increases since 2002. First-quarter profits in 2004 ...

American Apparel Inc., founded by Dov Charney in 1997, rose to profitability as a T-shirt maker with an unconventional business model. Countering the almost universal garment-industry practice of outs ...

Once renowned for supplying the rich and famous of America with outdoor gear, Abercrombie & Fitch (A & F) went bankrupt in the 1970s and was reinvented in the late 1980s as an apparel re ...

In a price-driven market and in the face of the recession, Deichmann, the largest low price shoe retailer in Europe, with almost 2,000 stores, exceeded all expectations, achieving the best sales and i ...

This paper describes how in 2005/6 Farmers repositioned itself as the fashionable, destination department store for contemporary Kiwi women. The new season television executions achieved prompted rec ...

Discount clothing stores usually follow the adage, “pile ‘em high and watch ‘em fly.” Promise quantity at low prices and people will flock to your doors. K&G Fashion Superstores is a US$2B discount fa ...

Retailers often think classical marketers overcomplicate advertising. If it works, they say, the cash register will ring. Immediately. This simplicity is refreshing, but daunting for an agency. Fortun ...

This paper deals with the change in the communication strategy of South African retailer, Ackermans, during 2001 and the contribution made by the new advertising campaign to its remarkable performance ...

Campaign for Oxfam shops, facing competition from increase in `retro-fashion' clothes buying. Research found that the wider retro fashion had a weakness: all the clothes were the same. Oxfam should st ...

This speciality sports store sells clothing and equipment for a variety of outdoor activities. They were looking for more impact from the short term advertising campaign and maintaining the long term ...

The re-launch of Katies was difficult because it was a soft, not a radical change. There was no dramatic newsworthy story to tell. There were many positive values on which to build, but without a co ...

First-time TV Christmas campaign, 1989, for H Samuel, a jewellers' chain. Previous year had used national press, in-store sale and a Christmas brochure distributed through stores and TV Times, all jud ...