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.
, said it is doubling the number of new spring dresses with pockets this season because that's what shoppers want.
But whether it's more pockets, fewer buttons, softer fabric, simple prints or more basics, Old Navy desperately needs something that connects with its budget-conscious shoppers. 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.A lot of other things — such as the range, styles and price points — need to be right ... Adding pockets to dresses doesn't solve any of those longstanding issues.
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