The retailer dubbed its new in-store and online approach “BODEQUALITY.”
Beginning Friday, the retailer is changing its approach to sizing, but that doesn’t mean fans of the brand’s extended range need to go shopping for another clothing store. It just means that all customers can now find their sizes integrated into the same sections — and at the same prices.
“We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size,” Nancy Green, president and CEO of Old Navy, explained in the press release. “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.
Online, Old Navy is merging its separate women’s and women’s plus collections into one collection that ranges from sizes 00 to 30.The new approach is being paired with a new fit, too, that’s come after creating digital avatars of 389 women’s body shapes, interviewing hundreds of women about their clothing concerns and running fit clinics to better understand the changes that needed to be made.
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