Brand Tracker

Welcome to the automated Brand Tracker diaries.

Global

Old Navy is rewiring its marketing strategy after summer traffic bust

Campaign: Most Wanted Denim

Source: https://www.marketingdive.com/news/old-navy-is-rewiring-its-marketing-strategy-after-summer-traffic-bust/829053/

Goal: Increase brand visibility and drive traffic

Claim: Building Old Navy as a denim destination

Media: Television, social media, influencer collaborations

Summary: Old Navy is adjusting its marketing strategy after disappointing sales in Q2, highlighted by a campaign featuring Cardi B that has become the most-viewed in the brand's history. The campaign aims to position Old Navy as a premier denim destination, with an emphasis on improving traffic and sales during the fall months.

Japan

Resellers, You’d Better Sell Your Stock Quickly: Gundam Ace Postpones Card Supplement, Following Unusual Measures from Jump, Changing Supplement Culture

Brand: KADOKAWA

Campaign: Gundam Ace Card Sales Strategy

Source: https://www.advertimes.com/20260828/article555547/

Goal: To ensure fair distribution of collectible cards

Claim: Prohibit speculative buying

Media: Social Media, Print

Summary: KADOKAWA announced that it will not include a collectible card in the upcoming issue of 'Gundam Ace' due to overwhelming demand, aiming to find a new distribution method that allows the cards to reach a wider audience. Other manga publications are also modifying their sales methods to prevent bulk buying for resale. The response from readers regarding this change has been positive, expressing hope that alternate distributions will reduce the need to purchase overpriced resale items.

collectibles Manga retail strategy

Italy

NEWPRINCES RELAUNCHES GS, BRAND REVISED BY BEMARK

Brand: GS

Campaign: GS Relaunch

Source: https://brand-news.it/brand/retail/newprinces-rilancia-gs-il-marchio-storico-rivisto-dallagenzia-bemark/

Goal: To reinforce direct retail presence and solidify consumer relationships.

Claim: A heritage worth celebrating, connecting memory and future.

Summary: NewPrinces has relaunched the GS brand with a new logo to enhance its presence in organized retail. This rebranding is part of a broader industrial strategy aiming to integrate production, logistics, and distribution. The new identity of GS maintains iconic elements while modernizing the image to resonate with both existing customers and new generations. The company plans to update its stores and strengthen its omnichannel services, staying true to its roots in the Italian distribution landscape.

branding Italian distribution rebranding retail strategy