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Old Navy enlists strategic partners ahead of Malaysia store launch

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Global fashion label Old Navy will open its first store in Malaysia at 1 Utama Shopping Center come 30 September.On the store's marketing plan, Roy Lan, regional marketing and communications manager of Old Navy's distributor RSH Limited said the brand is launching a "robust 360-degree integrated campaign" spanning across multiple media channels. This include out-of-home, radio, and digital and is aimed at maximising brand awareness amongst its target group of consumers.In addition, Old Navy is also working with strategic partners locally to help amplify its reach to ensure that Malaysia knows of the brands arrival."Our launch campaign will be fundamentally driven by Old Navy’s values – fun, family, fashion, and value – and you will see this come to life in our ads. Stay tuned,” said Lan.Old Navy makes current American fashion essentials accessible for every family, with a focus on fashion, family, fun and value. The brand launched in 1994 and quickly became one of the top apparel brands in the United States, making history in 1997 as the first retailer to reach US$1 billion in annual sales in less than four years. Old Navy is part of the Gap Inc. portfolio of brands, which also includes Gap, Banana Republic, Athleta and Intermix.The brand’s entry into Malaysia marks another milestone in Old Navy’s continued global growth strategy. The first store will feature the same great product that the brand has become known for in the United States and will offer apparel and accessories collections for men, women, kids and babies. It will also provide a fun and energizing shopping experience for customers, featuring a spacious 800 square meter layout and Old Navy’s newest store design.The brand also launched its first store in Indonesia earlier this year."In the next five years, if everything goes according to plan, we should have 10 stores in Indonesia and five stores in Malaysia," Lan added. The brand is also looking to expand into other markets in the region but will do so after close supervision of the rest of the region."We will monitor the market conditions closely and alter our expansion plans accordingly,” he said.The Malaysia open is the seventh franchise market expansion for Old Navy. In March 2014, the brand opened its first franchise-operated stores in the Philippines and has since opened stores in Qatar, Kuwait, Saudi Arabia, the UAE, and most recently, Indonesia. The brand’s move into Southeast Asia builds on the success that Gap and Banana Republic have experienced since entering the market in 2007.   

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