The New Force at Old Navy: 4 Loyalty Lessons From a Retail Revival

Like a smattering of rhinestones on a pair of skinny jeans, Old Navy has emerged as the unexpected sparkle in Gap performance these days. And while the low-cost retailer’s turnaround story is rich in messaging about merchandising, it's equally stocked with lessons in loyalty marketing. Sales at Old Navy rose to $1.4 billion in the fiscal first quarter, from $1.35 billion in the same period a year before. In 2014, the low-cost Old Navy rang up almost $6 billion in sales, nearly as much as Gap and Banana Republic combined.