Old Navy enlists new ad firm, SuperModelquins to turn tide

They're featured in circulars that were included in Sunday newspapers. To play up the supermodel theme, the circular is designed to look like copies of Us Weekly. The same circular will be in the March 9 issue of the celebrity magazine.

To drive store traffic, Old Navy has added a link (OldNavyWeekly.com) to its website. Visitors to the subsite can print out coupons for weekly deals redeemable at stores.

"We're bringing back that fun, value and quirky spirit in which the brand had introduced fashion to the masses at incredible values," Wyatt says. "It's something unique to Old Navy, and when we did it well, we got paid for it."

Gap CEO Glenn Murphy thinks the times are right for new marketing and merchandise to revive Old Navy. "When consumers are a little down and the economy is tight, it's Old Navy's turn to get a bigger share of wallet."

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