As part of Old Navy’s new BODEQUALITY campaign, the brand’s plus-sizes will no longer be kept in a separate section at their stores or online, and women’s apparel will now be offered from sizes 0 to 30. Old Navy takes this step because fashion brands such as Eloquii or Torrid are growing in popularity with Gen Z. After Lane Bryant, who was once the best-known plus-size retailer, has closed more than 200 stores over the past few years, the plus-size market looks promising. Old Navy made it clear that their commitment to plus-size products will not end with the initial BODEQUALITY campaign.
Old Navy revamps size offerings: All women’s products will be displayed together in stores starting Friday. Mannequins in sizes 4, 12, and 18 will also be available. The prices will be the same for all sizes. All sizes can be found online under one navigation menu. There are models available in many sizes.
A single team at Old Navy will manage the entire women’s merchandising division. Plus-size is expected to be a key component of the brand’s 10 billion dollar sales target by 2023.
“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 a statement. “BODEQUALITY” is not a campaign that will be implemented immediately. It is a complete transformation of the business to serve our customers, based on years spent working closely with them to understand their needs.”