That Performance Fleece Doesn’t Sell Itself

Word on the street is that Old Navy has fired their in-house Creative Director, Landis Smithers. (and by “on the street”, I mean the AS tip box).

This is “To the joy and relief of most staff” as per anon tipster. Though Adrant had some interesting things to say about Mr. Smithers, so that sentimic seems like it could be spot on.

Rumor also has it that Old Navy has notified the staff that they are looking to ditch the small shop Chandelier Creative (NY) in favor of a larger agency soon, but have not said where they are headed just yet.

It only makes sense that they’d be taking a new direction. Sure the ads have become more cheeky, but that hasn’t translated into sales. Their “fashion” has become more expensive and recent articles have noted the decline in their sales, as much as 6% in April.

It will be interesting to see how they try and reshape the face of Old Navy yet again. Or will it?

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