Old Navy to Ditch Discount Image

San Francisco Old Navy hopes to recapture market share and reposition itself with a new logo and marketing campaign for spring 2008, according to AdAge.com.

Aiming to get rid of its traditional discount image, the new campaign, which is geared toward women in their 20s, was officially unveiled in New York at an event featuring performances by DJ AM and Natasha Bedingfield on Jan. 30. The new campaign, which was overseen by Michael Cape, executive VP of marketing, and a former J.C. Penney marketer, will include TV, print, online, direct-mail and in-store elements.

The TV commercials are designed like a miniseries, with each spot following a group of 20-something women. Old Navy hopes the new strategy will better position itself against competitors such as Target.