Old Navy's Foray Into Occasionwear

Why has Old Navy introduced occasionwear? Examining the product selection available at the six brick-and-mortar apparel chains most frequently visited by Old Navy visitors (T.J. Maxx, Kohl’s, Marshalls, Ross Dress for Less, DICK’s Sporting Goods, and Macy’s) can shed light on the apparel needs of Old Navy’s consumer base. 

Old Navy shoppers seem to like activewear – all six of Old Navy’s biggest brick-and-mortar competitors in the apparel space carry a large selection of sportswear and athleisure. In fact, the apparel selection at DICK’s Sporting Goods – the fifth most frequently visited chain among Old Navy visitors – is limited to only athletic wear. Old Navy already holds a strong competitive position in this category with its popular activewear collection. 

But some Old Navy shoppers may be visiting brick-and-mortar apparel chains in search of the perfect evening dress – five of the top six retailers competing with Old Navy for apparel visits carry evening wear. So expanding its product line to include prom dresses and similar items may help Old Navy recapture some of the traffic lost to competitors from customers in search of occasionwear.

‍