Old Navy: Fun, affordable fashion for the whole family

Like many moms, I prefer shopping by myself, the reason being I can’t fully enjoy the experience when my tween daughter and husband are standing around bored, waiting for me to decide on what to buy.

Imagine my relief, then, now that Old Navy has landed in the Philippines. Anton Huang’s Stores Specialists, Inc. (SSI) has not only completed its trifecta of Gap Inc. brands (the other two being Gap and Banana Republic), but also made Manila’s shopping landscape that much cooler by bringing in America’s biggest fashion retailer, which specializes in fun, affordable fashion for the entire family.

“Old Navy is the family brand for the fashion-conscious mom so she can bring the whole family,” affirms Robert Frank, executive vice president of Old Navy International, whom I met at the newly opened flagship store on Bonifacio High Street. “She can make sure her children look good, and buy some new clothes, and shop for herself while they run around on the second floor and play with the rocket ship there. It’s really about the family, a fun atmosphere, and really good, affordable prices with that great American fashion.”

Fashion mecca

The store, which opened on March 22, has “fashion mecca” written all over it. Three floors (1,700 square meters per floor) dense with apparel, and visual traffic-stoppers on each: hanging from the ceiling are the kicking mannequin legs clad in Rockstar denim that are iconic to the brand; another wall is covered in a rainbow spectrum of Old Navy’s bestselling flip-flops; on the kids’ floor is a vintage American pickup truck and the rocket ship Frank mentioned.

“One of the things we pride ourselves on is democratic fashion,” says Blair Dunn, general manager of Old Navy Franchise. “We want to be able to appeal to all different customer types. The first floor is women, the second floor is entirely kids and baby, and the third floor is men. So we’ve got the store in a way that every member of the family has a broad selection to choose from, and can really find what they’re looking for.”

Pixie pants & other key looks

Dunn says the pixie pant is one of the key statements in the spring 2014 collection that’s currently in-store. “It’s a new item in spring colors and patterns. You start with an anchor product like that and start adding some elements like tops around it, and it really allows customers to mix and match, and it’s appropriate for all ages.”

Other key looks are nautical tees and tops, vintage army fatigues, cowboy bandanas, and summery dresses in cotton and jersey. There’s even maternity and active-wear, which Frank is excited about because of Manila’s current running craze. “I get up early because I’m jetlagged, and I notice everybody running,” he says. “It’s a very active country, so one of the things I’m excited about now is the Performance Active — the workout and running clothing. Sportswear is the fastest-growing segment in the United States, so we really want to make it a big deal here, too.”

Dunn says they float new products every month so every time Mom comes back, there’s something new for her to see and experience until the next collection comes out.

Value for money

Basic denim for men and women starts at P1,650, while kids’ denim costs P950. Flip-flops are sold at two pairs for P395/pair.

According to Dunn, the reasonable prices are part of Old Navy’s DNA. “We go out of our way to make sure we balance the quality of the products we sell with the price, so when we talk about value, that’s what it is.”

With over 1,000 stores across the US, Canada, Puerto Rico, Japan, China, and now the Philippines, Old Navy is one of the largest apparel brands in the world, and was the fastest retailer to reach $1 billion in sales in just four years.

Flip-flop day & fashion history

In the US, Old Navy opened its first store in Northern California’s San Francisco Bay Area in 1994, which was soon followed by dozens more in shopping malls across the US. After but a year Old Navy became a household name when it premiered its heavily copied Performance Fleece.

In 2001, Old Navy entered its first international market, opening 12 stores in one day in central Ontario, Canada.

In 2004, Old Navy celebrated a decade of fun, fashion, family and value, causing a sensation the following year with its first (and now famous) $1 flip-flop day.

In 2012, the brand opened its first store outside North America in Tokyo, three weeks ago Frank and Dunn opened Old Navy’s first store in China — Shanghai, to be exact — and today they’re here, with plans of opening five stores in the Philippines this year.

Huang says that, among Filipinos, brand awareness regarding Old Navy has always been high, thanks to the well-traveled Pinoys who shopped in American outlets.

“When Filipinos go to America, Old Navy is one of the places they go to in their pilgrimage to the US,” he chuckles. “So we’re very excited that they’re here in the Philippines, and looking at the store here, there’s no difference between what they have on offer in Manila vs. what they have on offer in the US, so I think the consumers are going to be extremely happy.”

First franchise partner: SSI

SSI has the distinction of being Old Navy’s first franchise partner in the world.

“We only trust Anthony,” laughs Frank.

“We evaluated a lot of different markets; obviously we wanted to build on our success in Asia and in China, and at the end of the day, the Philippines is just the perfect market for Old Navy as a starting place for a franchise,” Dunn says. “A lot of that is about the consumer, the family-oriented nature of the market and frankly, our partner. To have a strong partner here has given us the confidence that this is the right place to go.”

“Likewise, it’s a great honor that the Philippines was chosen as the first franchise market,” adds Huang. “I think this is very telling of how the international business community sees the Philippines today, and the continued sophistication of the consumer in the market as a whole. We’re no longer a laggard in the retail world; we’re at par with the best of the world.”

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Old Navy is located at Bonifacio High Street (at the former location of Gap and Muji) in Bonifacio Global City, Taguig.  The second Old Navy store will open in Glorietta on March 29.

Follow Old Navy Philippines at www.facebook.com/oldnavyph or sign up for the mailing list at www.oldnavy.com.ph.

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You can follow me on Twitter @tjgarceau and Instagram @tj108_drummergirl.