Know Thy Customer and Honor Thy Brand

Old Navy fashion retail

Too often in advertising we forget our customers and ignore our brand position. That is especially common in fashion retail, where the quest for cleverness leads us astray. Old Navy, for its part, never strays from its image of unique energy and quirky fun. And the retailer always remembers its customers: America’s value-conscious mommies.

Copper’s role

As a contract copywriter at Old Navy my assignments ran from weekly circulars, to packaging and labeling, to billing inserts and press releases. You see here examples from a holiday press kit, a denim hang tag, and an in-store poster. Everything stays on brand and always remembers the customer.

Client: Old Navy
Services: Fashion retail, packaging, press kit