Old Navy said it will end its practice of separate plus-size sections for women’s clothing in stores and online and offer all of its women’s apparel in sizes 0 to 30.
Under the program called BodeQuality, Old Navy said it will be the first value retailer to offer sizes 0-30 and XS-4X for all women’s styles at price parity. Stores will also offer inclusive visual cues for shoppers, including mannequins in sizes four, 12 and 18 with BodeQuality marketing imagery. Old Navy employees will participate in customer-focused training.
Online, the brand is merging its women’s and women’s plus collections from the navigation menu for one size-integrated shopping for sizes 00-30.3 Women’s styles will be shown on models in sizes 4, 12 and 18. Consumers can use a toggle feature to select their preferred default model display in size 4.
“We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size,” said Nancy Green, president and CEO of Old Navy. “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.”
Old Navy first launched its Plus line in 2004. In 2018, the brand debuted dedicated Plus shops in 75 U.S. stores, and in 2019 it moved 30 of these locations into size-integrated concept stores. Old Navy applied customer feedback from its shop-along and focus groups to recreate its women’s offering and again with BodeQuality.
Photo courtesy Old Navy/BodeQuality Campaign