(NEW YORK) – Old Navy is advocating size inclusion with the brand’s latest “Bodequality” campaign.
In more than one campaign, the fashion retailer announced that it would completely revise the company’s size range in order to offer every women’s style in every size from 0-30 and XS-4X without price differences.
The brand also confirmed on Wednesday that these changes will roll out in stores and online from August 20.
The store’s entire shopping experience around sizing, store visualization, and more will be fully updated, according to the company.
In 2016, a study published by the International Journal of Fashion Design, Technology and Education found that the average height of an American woman was between 16 and 18.
Earlier this year, the CDC released data for 2015-2018 showing that the average weight of American women is 170.8 pounds and 5 feet 3 inches. In most US stores, these measurements correspond to a trouser size 16 and over, or large to extra large.
However, GMA previously reported that only about 2,000 stores cater to women over size 12, according to Torrid’s CEO Liz Muñoz, compared to more than 60,000 stores selling traditional straight sizes 00-12.
Old Navy President and CEO Nancy Green saw a way to transform the women’s shopping experience by making it more size-independent, more inclusive, and she essentially ran with it.
“Bodqueality is not a one-time campaign, but a complete transformation of our business to serve our customers, based on years of working closely with them to research their needs,” said Green. “I’m proud of our Old Navy teams working together to develop the retail experience for women.”
In an effort to provide updated sizes that feel for a variety of body types, Old Navy performed 389 body scans to create digital avatars based on real female bodies.
Fit clinics with models wearing sizes 20-28 have also been run to build new fit blocks based on each of their unique proportions.
Old Navy also said it has teamed up with full-time fit models in sizes 8-20 to review the brand’s updated styles.
Similar to other big stores like Nike and most recently Victoria’s Secret, the company will offer mannequins in a variety of sizes like four, 12 and 18.
Online shoppers can also use a new toggle feature that allows them to choose their preferred standard model display.
Prior to introducing Bodequality, Old Navy offered sizes 0-14 as part of its women’s collection and sizes 16-30 as part of its Women’s Plus collection. With the new initiative, all women’s sizes will be integrated so that all customers with the same product access can share the same brand experience.
Several other retailers have a designated plus size area, but Old Navy also eschews separate areas, creating space for everything to be presented in one place, both in-store and online.
The price will now also be the same throughout the dimensioning process. Before Bodequality, there was a price difference between straight sizes and the Plus collection.
“Traditionally, making larger-sized garments requires more fabric and a different production process,” an Old Navy spokesman told GMA. “When introducing Bodequality, we changed our process so that we could create price parity for everyone.”
Old Navy employees also take customer-centric training courses to help create an environment where everyone feels they belong, the company said.
Old Navy first debuted its first Plus line in 2004 and launched dedicated Plus stores in 75 US stores in 2018. In the following year, the company converted 30 of these locations into size-integrated concept stores.
“Developing Bodequality has allowed us to rethink the way we serve women in retail,” said Alison Partridge Stickney, director of merchandising for women and maternity at Old Navy, in a statement.
“This launch is a transformative moment for our brand and the fashion industry,” said Partridge.
With the aim of getting Bodequality women everywhere, retailers will premier a TV spot in which Emmy-nominated actress and comedian Aidy Bryant dance alongside a diverse group of women to “I Am 100%” by Jarina De Marco.
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