Old Navy revamps size inclusion following years of research
US fashion brand Old Navy will offer all women’s sizes with no price difference as part of a drive to “redefine size inclusion” with an initiative called Bodequality.
Its 1,200 stores will offer all women’s styles in sizes 0-28 merchandised together and mannequins in US sizes four, 12 and 18.
The strategy was formed following “years of research”, customer consultation and design reviews, including scanning 389 women to create digital avatars and running fit clinics with models in sizes 20-28 to build new “fit blocks” based on their proportions, rather than scaling up from smaller sizes.
Old Navy CEO Nancy Green said: “We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive, regardless of size.
“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.”
Old Navy was launched in 1994 and is a division of San Francisco-based Gap.
