Why do so many people in there 30s wear Old Navy clothing?
If people in their 30’s are buying Old Navy, then The Gap’s marketing strategy isn’t working as well as it used to, or rising consumer prices are dictating that people tighten the clamps on their clothing budget. If you think about it, The Gap’s marketing strategy is set up to retain consumers as customers, regardless of age or income level. Old Navy is Gap’s division that appeals to teenagers, younger adults and families first starting out. The price points and styles appeal to the above mentioned demographic. Once these younger/poorer consumers get established in their careers and lives as they get a little older, they graduate to shopping at The Gap, where the price points are a little higher and the quality of the clothing is a bit better. As the Gap shopper becomes more financially secure and mature in their taste for clothing, they graduate to The Gap’s other division… Banana Republic. If I had to guess, I’d say current economic factors are heavily influencing consumers’ decisi
