Who Wore it Better?

From: Old Navy
Subject Line: Last Chance to Save 20%, Plus Perfect Gifts for $5, $10 and $15
Date: December 12, 2008


From: Chico's
Subject Line: New Sale Arrivals: $14.99 & Up
Date: January 22, 2009





My inbox is teeming with Sale emails. The most common design treatment is large type on a colored background generally featuring the word “SALE” or a large percentage, but two retailers are trying a little something different. Nothing says SALE like numbers on a tag.

But who wore it better?

Old Navy’s brand is lively and bright, so the cartoon-y illustrations and LOW prices feel like a real bargain, however all the sub-messages seem to clutter the primary deal. According to the Smith-Harmon creative team, Chicos’ sophisticated look and clear messaging squeak by with a win for this round. While Old Navy’s “Hot little numbers” copy gets an honorable mention.