While size inclusivity has come a long way in recent years, there is still lots of work to do. Brands and retailers everywhere are making huge improvements to not only expand on their sizing but to ensure that inclusivity is at the forefront. However, mall retailer Old Navy is doing much more than expanding on its size range.
Beginning on August 20, Old Navy will no longer segregate its plus-size clothing as the brand will remove the term “plus-size” altogether but that’s not all. The store’s BODEQUALITY initiative also includes the retailer also stocking sizes 0-28 in all of its storefronts and even reaching size 30 online.
“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, in a release. “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.”
Normalizing All Bodys
While it’s not exactly revolutionary for a store or retailer to expand its plus sizing, Old Navy is one of the first to be so open about inclusivity and doing whatever it can to help normalize all bodies. If the changes above aren’t enough, Old Navy will also introduce mannequins in its stores in sizes 4, 12, and 18. Plus, virtual shoppers can use a new toggle feature online to select their preferred default model display size so they can see what their size might look like on a similar body.
Many stores have been making inclusivity a priority but Old Navy is ensuring that folks no matter their size will be able to find items at any of the 1,200 stores. Additionally, the retailer will not be charging extra for plus-sized items. What’s often referred to as a “fat tax” is not only insulting and unethical but it’s just simply unfair for larger folks to have to pay more for bigger clothing. Other retailers are often vocal about expanding their sizing but make it tricky to actually find and purchase the items. Often the plus-sized garments are only available online or they’re only available in small quantities at select stores.
“This is our platform for how we will show up for women across retail from this point forward at Old Navy,” said Alison Partridge Stickney, Head of Women’s and Maternity Merchandising at Old Navy, told WWD. “All women deserve to be included in the joy of shopping. And for too long, too many women have been excluded when it comes to shopping. All you have to do is go to your local mall, shop on your favourite site, and see that there is not the same choice for a woman who wears a size 16 or 18 or bigger.”
Featured Image: Old Navy