Throwbacks are fun especially when they resulted in over $6 billion in sales.
When The Gap launched Old Navy they knew shoppers wanted something different than a typical bargain-basement experience. So
the positioning and tag line, "Where shopping is fun again" leaned heavily into fun and kitsch and single-handedly captured the attention of fashionistas and bargain-hunters alike.
Featuring New York fashion editor Carrie Donovan alongside various B-list TV actors, the brand became a cultural icon and landed on the Top 10 list for recall and likability. And don't forget that $6 billion.