So what does this mean about the brand? The truth of the matter is, for the US market, Old Navy makes pretty junky clothing. At the low end of Gap (which is the low end of Banana Republic), Old Navy’s goods sell because they’re cheap. It is probably not a stretch to say that if Old Navy’s customers could afford to shop at Gap they would, just as if Gap’s customers could afford to shop at Banana Republic they would. Branding successfully in the discount marketplace without resorting to simply being “the cheapest” is a difficult task. Old Navy is successful at differentiating itself from other low-cost brands without resorting solely to price. By promoting cheap prices and a little something extra (and sticking to it), Old Navy has positioned itself uniquely within its marketplace.

This consistency is carried over into Old Navy’s online activities. Visually, OldNavy.com can best be described as Benetton on acid. Framed in eggshell blue, the colors leave nothing to the imagination. However, this fits perfectly with Old Navy’s image as a brand bathed in the carefree, happy-go-lucky effervescence of youth that doesn’t yet understand the concept of subtlety.

The rest of the sight is a lesson in efficient, effective e-commerce. With a deficiency of unnecessary features, OldNavy.com provides the customer with a shopping experience that appropriately assumes a marginal amount of Internet savoir-faire while providing easy-to-navigate links.

The site can be most commended for what it lacks. Forgoing the flash games and desperately patronizing aspects often found on similar sites (e.g., e-cards), OldNavy.com provides only what visitors presumably came for, the clothing. Also, the brand’s resistance to badgering the visitor about the wonders of its website assumes, again correctly, that the visitor most likely already knows why he or she is there.