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Old Navy Says Size Doesn’t Matter As It Pledges To “Democratize Style”

By News Creatives Authors , in Business , at August 18, 2021

Old Navy is promising to revolutionize the Plus size apparel sector with the launch Friday of BODEQUALITY. Beginning on August 20, Old Navy says that it will redefine size inclusion for all of its women’s styles, across every size, with no price difference.

Announcing the move, Old Navy said: “As a brand committed to the democracy of style, Old Navy will be the first value retailer to offer sizes 0-30 and XS-4X for all women’s styles at price parity. With this launch, the brand is reimagining the shopping environment in all stores and online to be more size inclusive, giving women everywhere the fashion and experience that they deserve.”

The move is the latest within the fashion world to broaden the approach to body image, and Gap Inc.

owned Old Navy will launch an integrated marketing campaign to introduce BODEQUALITY, with a new TV spot starring Emmy-nominated Saturday Night Live and SHRILL actress and comedian Aidy Bryant alongside a diverse group of women dancing to I Am 100% by Jarina De Marco. There will be content extensions on Instagram and TikTok.

An out-of-home campaign will include close to 500 placements in New York and Los Angeles through static and digital bulletins, on LinkNYC screens, in New York subways, and on digital billboards including at Times Square.

An open letter from the brand to “women everywhere” announcing the inclusive and integrated shopping experience will be featured on the Old Navy homepage, social channels and in digital ads.

Old Navy Revamps Stores, Trains Staff

As part of the initiative Old Navy is transforming its estate of over 1,200 stores and online shops and every store will offer all women’s styles in sizes 0-28 merchandised together, with no special sections. Stores will also offer new inclusive visual cues for shoppers, including mannequins in sizes four, 12 and 18, alongside new BODEQUALITY marketing imagery.

Old Navy associates have also been given extensive customer-focused training to create an environment where every shopper feels they belong.

Online, the brand is merging its Women’s and Women’s Plus collections from the navigation menu to provide one size-integrated shopping destination for sizes 00-30. Women’s styles will be showcased on models in sizes four, 12 and 18, and shoppers can use a new toggle feature to select their preferred default model display size.

“We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size,” said Nancy Green, president and CEO of Old Navy. “BODEQUALITY is not a one-time campaign, but a full transformation of our business in service to our customers based on years of working closely with them to research their needs. I’m proud of the collaboration across our Old Navy teams to evolve the retail experience for women.”

Extensive Research For New Fits

Old Navy has changed its fit process and size standards after extensive research, customer consultations and design reviews. The company says it has administered body scans of 389 women to create digital avatars based on real women’s bodies, run fit clinics with numerous models in sizes 20-28 to build new fit blocks, revamping the industry practice of scaling up from smaller sizes, and partnered with full-time models in size eight and 20 to review every single style on both women side-by-side.

It has also interviewed hundreds of women about body image and related fashion concerns.

“Developing BODEQUALITY allowed us to rethink the way we serve women in the retail industry,” said Alison Partridge Stickney, head of women’s and maternity merchandising at Old Navy. “We set out to understand what women of all sizes wanted from fashion and the shopping experience and were inspired to revolutionize every area of our business – from how we fit and design our products, to how we communicate to customers in stores and online – to ensure that all women feel welcome and represented. This launch is a transformative moment for our brand and the fashion industry.”

Old Navy launched its Plus line in 2004 and in 2018 the brand debuted dedicated Plus shops in 75 U.S. stores. In 2019 it transformed 30 of these locations into size-integrated concept stores.


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