Old Navy SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

Old Navy SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Old Navy, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Old Navy to benchmark its business & performance as compared to the competitors, and make strategic improvements. Old Navy is one of the leading brands in the lifestyle and retail sector.

The article below lists the Old Navy SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Old Navy SWOT Analysis:

SWOT Analysis of Old Navy

For Old Navy, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Old Navy Strengths

The strengths of Old Navy looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of Old Navy :

1.  Strong brand awareness with over 1000 stores around the world
2. Affordable brand
3. Successful expansion in Asian countries like Japan

4. Stores are designed to suit a family shopping environment

5. Has been recognized by several awards

6. Good presence through stores as well as ecommerce portals

7. Good advertising and marketing make it a popular brand

Old Navy Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. Here are the weaknesses in the Old Navy SWOT Analysis:

1. Low switching cost for customers
2. High competition has taken a toll on customer loyalty

Old Navy Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. Following are the opportunities in Old Navy SWOT Analysis:

1. Start an apparel range for formal wear
2. Start a customer loyalty program in Asian countries where it is considered as an aspirational brand
3. Expand in online form in Asian market as against brick-and-mortar

Old Navy Threats

The threats for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be threats. The threats in the SWOT Analysis of Old Navy are as mentioned:

1. Counterfeit imitations
2. Advent of online shopping will make more expensive brands competitive to the affordable brands and encourage the customer to switch

3. Customer loyalty is decreasing

Old Navy Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 4 competitors of Old Navy:

1. Hollister
2. American Eagle
3. Abercrombie

4. Tommy Hilfiger

Hence this concludes the Old Navy SWOT analysis.

Continue reading more about the brand/company.

About Old Navy

Old Navy Overview
Parent Company

Gap Inc.




Lifestyle and Retail

Tagline/ Slogan



Affordable brand that gives a look of expensive product

Old Navy STP

Casual wear

Target Market

Middle class income group


Affordable family apparel

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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