With little notice or fanfare, Old Navy has debuted a line of special occasionwear for women.
The collection, dubbed “The Occasion,” features dresses the brand touts as “for weddings, parties, prom.” Old Navy didn’t immediately return a request for more details.
While Nordstrom and other retailers have struggled to adjust to consumers’ willingness to dress casually for events that once called for dressing up, there is nevertheless still a market for fancier garb, according to Liza Amlani, principal and founder at Retail Strategy Group.
“Old Navy seems to be entering the occasion market and I am here for it,” she said. “I think this will be a win for Old Navy, especially if they capture customer feedback and adjust the assortment as they learn more about what the customer wants.”
The line’s price points and potential availability at physical stores are advantages, she said by email. Prices range from about $25 to $65, according to the Old Navy website.
“Affordable occasionwear seems to be only available on ultra-fast fashion sites and it's hard to trust that what you see on the screen is what you will get when your package arrives,” Amlani said. “The last thing a customer wants to do is take a chance on what they will wear to a milestone event.”
Last year designer Zac Posen became chief creative officer of Old Navy as well as creative director of parent Gap Inc. After stumbling in recent years, Old Navy has regained strength in the last several quarters, ending the year with $8.4 billion in net sales, up 2% from 2023. The entry into a new category could help address what some analysts see as a sales plateau for the discount apparel giant.
