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Old Navy plots a younger look

US casualwear chain Old Navy is repositioning as a fast-fashion retailer in a bid to court younger customers.

The retailer, which is owned by Gap Inc, is introducing faster and more frequent deliveries, and will revamp its logo and store portfolio.

The first of the more fashion-oriented collections will hit stores later this month and will be followed by fresh product every month, in an attempt to win over 20-something shoppers.

Product development cycles have been halved to get more trend-lend product into shops. This spring’s ranges will include an urban safari look and surfwear-inspired styles.

Old Navy is also expected to launch a TV and print advertising campaign to promote the new collections later this month.

Gap Inc appointed Todd Oldham as creative director at Old Navy in September last year. The first collections overseen by designer Oldham, founder of Todd Oldham Studio, are due to go into stores from June.

Like-for-like sales at Old Navy were down 8% to US$1.5 billion (£755 million) for the third quarter to November 3. The chain has about 1,000 stores across the US.

Gap Inc also operates the Gap and Banana Republic chains, as well as online footwear retailer Piperlime.

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