Old Navy on Friday (Aug. 20) will unveil a new integrated shopping experience that brings together all of its women’s styles in sizes 0 to 30 and XS to 4X with no price difference in all 1,200-plus stores and online “to be more size inclusive,” according to a company announcement.
Retail stores will feature “inclusive visual cues” for shoppers, including mannequins in sizes 4, 12 and 18 as well as new marketing imagery. Old Navy will merge its women’s and women’s plus collections in the online navigation menu.
Women’s styles will be showcased on the Old Navy website on models in sizes 4, 12 and 18 and shoppers can toggle to pick their preferred default model size.
“We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size,” Old Navy President and CEO Nancy Green said in the Wednesday (Aug. 18) company announcement.
“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,” she said. “I’m proud of the collaboration across our Old Navy teams to evolve the retail experience for women.”
Old Navy did body scans of 389 women to make digital avatars of real women’s bodies, ran fit clinics for models in sizes 20-28, and 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, in the company announcement. “This launch is a transformative moment for our brand and the fashion industry.”
Related: Torrid Seizes D2C Movement To Capture Rising Demand For Plus-Size Apparel
The U.S. market for plus-size apparel and intimates is $85 billion with 90 million women wearing size 10 and up. The plus-size market is generally defined above size 14, below the average American woman’s size of 16 to 18.
The plus-size market is estimated to be worth about $32 billion, according to Coresight Research, which found the plus-size market is growing twice as fast as the total clothing market at an average of 4 percent annually.
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