Old Navy receives praise for size inclusion efforts

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Despite the fact that 70% of women in the United States wear size 14 or larger, cultivating nearly $ 7 billion in retail sales, the plus size market does not receive as much attention as other clothing categories. So when a recent review submitted to ConsumerAffairs told us about a different kind of experience with Old Navy, we decided to dig a little deeper.

“About 6 to 8 months ago, Old Navy changed their business model to their womenswear department. Before the change, their plus size clothing was only available online and was still considerably more expensive than the Misses clothing line, ”wrote Joy of Louisville, Ky.

Joy praised Old Navy for expanding their full line of women’s clothing from size small to 4X in stores – and all at the same price. “As a plus size woman, this is such a wonderful change. I applaud them for realizing that plus size women would love the same options and plus size women miss out on having to pay an arm and a leg for it, ”she said.

ConsumerAffairs contacted Old Navy for more information and was told that the initiative Joy wrote about was called “BODEQUALITY”. A company representative said it was an initiative the company started building in 2004, when it first introduced extended sizes.

“Old Navy is a brand that believes in the democracy of style and fundamentally believes in the inclusion of size,” the spokesperson told ConsumerAffairs. “We’ve always believed that all of our customers should be able to participate in the same brand experience and have the same access to products, and we’ve been working on this launch for years. “

Getting it right down to pocket size

It took Old Navy 17 years to get to where it was comfortable with the BODEQUALITY model. The company said it spent that time hosting customer listening sessions and shopping, performing body scans, and running fitness clinics – taking into account details right down to factors. such as pocket sizes, denim waist deviations, and the length of dresses and pants. .

“What I’m most proud of is that this effort remains true to our values ​​of democratizing style for all,” said Nancy Green, President and CEO of Old Navy, in an email to All. Gap Inc. employees around the world. “This is a moment of transformation for our brand and our customers, which strengthens our leadership position in inclusive fit and style. “

Joy, for her part, is happy that the Old Navy has decided to make a difference. “I like that plus sizes aren’t just a little back corner of the store at Old Navy now,” she said.

About Adam Motte

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