Todd Oldham has a new job: Fixing Old Navy. According to the New York Times, Todd has been hired to attract shoppers in their 20’s, a group Old Navy has identified as their target market after years of “trying to be all things to all people.”
Old Navy is bigger than Gap or Banana Republic, but is struggling just the same. The NYT says:
Mr. Oldham, a former couture designer, has largely left the fashion industry, instead favoring home décor and furniture.
Now, Ms. Roberston said, he wants to return to clothing, but ensure his designs reach a broad audience. Old Navy, with sales of nearly $7 billion, is bigger than its corporate siblings, Gap and Banana Republic.
Ms. Robertson said Mr. Oldham’s clothing for Old Navy would be “modern and relevant,” adding that “it will be an important part of our turnaround.”
So, can Todd Oldham fix Old Navy?