The retailer announced its new BODEQUALITY initiative which will also expand sizes, diversify its models and make Aidy Bryant the face of the campaign.
Old Navy is making major strides towards size inclusiveness.
And Gap’s sister company just announced it’s doing more than just expanding its size range. Since August 20, the Old navy The BODEQUALITY initiative will be launched with the aim of democratizing the style and standardizing all bodies. In addition to offering sizes 0 to 28 in all storefronts (and size 30 online), the brand will do away with the term ‘plus size’ altogether, with women’s clothing coming together in a seamless experience and Old Navy offering all the features. styles for women in all sizes.
“We saw an opportunity to significantly change the shopping experience for women by making it more inclusive, regardless of size,” said Nancy Green, President and CEO of Old Navy, in a statement. communicated. “BODEQUALITY is not a one-off campaign, but a complete transformation of our company in the service of our customers, based on years of close collaboration with them to research their needs. “
The new company is reinventing the retailer’s shopping environment (in stores * and * online) to be more inclusive, promising women the inclusive fashion and experience they deserve. Each Old Navy store will now also display mannequins in sizes 4, 12, and 18, and virtual shoppers can use a new online toggle feature to select their preferred default model display size.
To celebrate the occasion, Acute actress and Saturday Night Live Actor Aidy Bryant will be the face of the new campaign, which also drops on August 20.
An ambitious initiative, to say the least, it’s a historic moment as Old Navy becomes the first company of this stature to ensure size inclusivity in its 1,200 stores. However, the real gem of this information treasure is the price. The Old Navy BODEQUALITY initiative will not charge more for larger sizes. Often referred to as “Fat tax”, many retailers – including Old Navy before – charge more for larger sizes of the same product, believing that the clothes use more material.
“Style democracy is so important to us, but service democracy is just as important. So when you walk into an Old Navy store, you should feel included no matter what size you wear, ”Alison Partridge Stickney, Head of Women and Maternity. merchandising at Old Navy, said Vogue.
The Old Navy Plus Sizes Initiative recognizes that there is more to inclusive sizing than the token overflow that is leading many brands to make plus sizes only available online or in limited stores. As noted in the press release, the retailer has spent the last few years reinventing and restructuring its adjustment process. Old Navy administered “body scans of 389 women to create digital avatars based on real female bodies, fit clinics with models in sizes 20 to 28 to revamp the industry practice of switching to sizes smaller and partnered with full-time fit models in size eight and 20. Vogue also reported that all in-store staff would receive training, so that the in-person shopping experience matches the diverse customer size.
“This is our platform for how we will present ourselves to women in retail from now on at Old Navy,” said Partridge Stickney. WWD. “All women deserve to be included in the joy of shopping. And for too long, too many women have been left out of shopping. All you have to do is go to your local mall, shop at your favorite site, and see that there isn’t the same choice for a woman who is wearing a size 16 or 18 or more. We saw an opportunity to change that, to see how we could take that feeling of exclusion and turn it into inclusion. “