Gapping Down…and Out?

Old Navy Announces Six Finalists in Nationwide Search for New Canine Mascot Well, that’s a relief.

In a press release up which I am not making, Old Navy announces it has found six dogs, of which one will be chosen as a new mascot. Better yet, we all get to vote which dog will be the winner!

SAN FRANCISCO, June 23 /PRNewswire-FirstCall/ — Old Navy announces the six finalists in the brand’s nationwide search for a new canine mascot. The finalists have been selected by a panel of celebrity judges as possible replacements for the much-loved mutt, Magic, a canine “spokesdog” who appeared in Old Navy’s advertisements in the late nineties. Now America will choose the winner — Old Navy is asking customers to “vote for the dog they dig” For those us who haven’t been inside an Old Navy since the last dog was around—which is most of us, judging by the chain’s recent comp store sales (negative 8%, compared with negative 8% the prior year)—this is not so much news as a head-scratching turn of events for a franchise that lost relevance long ago.

Perhaps—and this is just a suggestion—the folks at Old Navy and its parent, Gap Inc., should be focused on human customers rather than canine marketing tools in order to reverse the long-term decline in business at what once was Gap Stores’ growth engine.

What’s next—a revival of “Fall Into the Gap”?

Jeff Matthews I Am Not Making This Up

© 2006 Jeff Matthews

The content contained in this blog represents the opinions of Mr. Matthews. Mr. Matthews also acts as an advisor and clients advised by Mr. Matthews may hold either long or short positions in securities of various companies discussed in the blog based upon Mr. Matthews’ recommendations. This commentary in no way constitutes a solicitation of business or investment advice. It is intended solely for the entertainment of the reader, and the author.