Dive Brief:
- Old Navy launched a collaboration with Disney on Wednesday.
- The new collection includes more than 100 pieces, which the companies said were Americana-inspired, according to a press release. The collab represents the first time branded IP has been featured on Old Navy’s signature flag T-shirt.
- The collection is available in-store and online, and prices range from $8.99 to $64.99. It is available in baby, toddler, children’s, men’s and women’s sizing.
Dive Insight:
The collection follows another Disney collab that Old Navy sister brand Gap launched last year. However, the new collab marks the first time a Gap Inc. brand has included characters in full-scale marketing, per the release, and it includes the first co-created products between Old Navy and Disney.
In addition to the flag graphic T-shirt, pieces include a jean jacket, flag tote, graphic sweatshirt, swimsuit and a baby romper. The collection features characters including Mickey Mouse, Minnie Mouse, Goofy, Pluto and Donald Duck. Pieces in the collection have Mickey Mouse-shaped buttons and embroidery throughout.
Liz Shortreed, senior vice president for the Americas and global softlines at Disney Consumer Products, said in the release that the collection represents both brands’ U.S. heritage.
Collaborations have been a key part of Gap’s strategy, with the brand collaborating with both movie franchises and smaller brands on capsule collections. With the launch of the Disney collab, Gap Inc. appears to be applying the same strategy for Old Navy.
Old Navy recently expanded its product offering to include occasionwear.
In Gap Inc.’s most recent earnings report, the Old Navy brand helped its holding company surpass analyst expectations in the holiday quarter. Old Navy regained strength, despite logging a revenue decline of 3%.
Gap Inc. is set to report its Q1 results on May 29.
