Old Navy, known for its low-priced basic and trendy seasonal clothing, has adopted an interesting sartorial tactic amid sinking sales. In order to get customers excited to shop again at its stores, it is adding pockets to more dresses.
Old Navy, owned by Gap Inc.\n \n , said it is doubling the number of new spring dresses with pockets this season because that’s what shoppers want. This insight, according to the retailer, came from a survey conducted in February of more than 500 women , of whom more than half said their favorite dresses have pockets. The reasons why they prefer pockets ranged from keeping hands warm to pockets being convenient for holding small items, thus allowing women to forgo handbags.
” Old Navy’s fourth-quarter sales fell 6% over the previous year, while sales at its stores open at least a year fell 7%. But the sales slump came amid declining sales in the same period for all of Gap Inc. divisions, including its namesake Gap brand, Banana Republic and Athleta. Overall sales during the quarter for Gap Inc. tumbled 6% from a year ago. Still, Old Navy historically has been the star of the group, accounting for a majority of Gap Inc.’s revenue.
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