Extra extra! Old Navy is revolutionizing the shopping experience with the launch of BODEQUALITY. From August 20, the retailer will redefine size inclusion, offering every one of its women’s styles, in every size, with no price difference. You heard right: in the spirit of creating a true style democracy, Old Navy will be the first value retailer to offer sizes 0-30 and XS-4X for all women’s styles at price parity. With this launch, the brand is reimagining the shopping environment in all stores and online to be more size inclusive, giving women everywhere the fashion and experience that they deserve.
new store and online experience. Old Navy is transforming its fleet of 1,200-plus stores and online shops into fully size-integrated shopping experiences. Every store will offer all women’s styles in sizes 0-28 merchandised together, no special sections. Stores will also offer new inclusive visual cues for shoppers, including mannequins in sizes four, 12 and 18, alongside new BODEQUALITY imagery. Old Navy associates will play an important role in the revamped store model, participating in extensive customer-focused training to create an environment where every shopper feels they belong. Online, the brand is merging its Women’s and Women’s Plus collections from the nav menu to provide one size-integrated shopping destination for sizes 00-30. Women’s styles will be showcased on models in sizes four, 12 and 18, and you can use a new toggle feature to select your preferred default model display size.
updated fit and design. With the launch of BODEQUALITY, Old Navy reinvented its fit process and size standards to create the brand’s most democratic, comfortable and consistent size run and fit ever. After years of research, customer consultation and design reviews, Old Navy is proud to offer shoppers clothing that is fit for confidence and feels good on each and every woman as they are, no matter the size. Steps the fashion retailer implemented into their women’s fit and design process include:
- Administered body scans of 389 women to create digital avatars based on real women’s bodies.
- Ran fit clinics with numerous models in sizes 20-28 to build new fit blocks based on their unique proportions, revamping the industry practice of scaling up from smaller sizes.
- Obsessed over every design detail—from pocket placement and their proportions, to denim waistband pitch and ankle tapers, to the body lengths of dresses, tops and outerwear—to ensure consistency in fit and aesthetic across styles and sizes.
- Partnered with full-time fit models in size eight and 20 to review every single style on both women side-by-side.
- Interviewed hundreds of women about body image and related fashion concerns.
marketing campaign. On August 20 Old Navy is launching a robust integrated marketing campaign to introduce BODEQUALITY to women everywhere including an open letter from the brand to “women everywhere” announcing the inclusive and integrated shopping experience that will be featured on the Old Navy homepage, social channels and in digital ads.
“Developing BODEQUALITY allowed us to rethink the way we serve women in the retail industry,” says Alison Partridge Stickney, head of women’s and maternity merchandising at Old Navy. “We set out to understand what women of all sizes wanted from fashion and the shopping experience and were inspired to revolutionize every area of our business—from how we fit and design our products, to how we communicate to customers in stores and online—to ensure that all women feel welcome and represented. This launch is a transformative moment for our brand and the fashion industry.” We’re happy to hear it. —Vita Daily