Who Let The Well-Dressed Dogs In?

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By Keith Naughton

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Once the hot house for low-priced fashions, Old Navy is now trying to get out of the retailing doghouse by introducing a line of "canine couture." America's 62 million dogs now have a place to run to for collar-and-leash sets ($6.50) that match their owners' Capri pants. Or Fido can slip into an Old Navy sleeveless T shirt ($6.50) and wrap up in a blue floral bandanna ($3.50). The retailer promises its new line will have man's best friend looking like "a million barks."

When it debuted seven years ago, Old Navy was a hip alternative to its parent, Gap Inc. But customers grew tired of its frat-house styles and sales plunged by double digits last year, taking a bite out of the bottom line: Gap profits fell 22 percent, to $877 million.

By stocking doggie daybeds, Old Navy figures it can "get the fun back," says spokeswoman Stacy MacLean. The idea was inspired by the popularity of Old Navy's mascot, Magic the dog, now starring in TV spots, strolling among well-dressed pups. Old Navy insists it's still mostly after two-legged customers. Maybe poochwear will get shoppers drooling over its fashions again.

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