Old Navy Democratizes the Shopping Experience for Women of All Sizes with BODEQUALITY
August 18 2021 - 6:49AM
Business Wire
Brand Offers Size Equality, Price Equality and
Style for Women Everywhere In All Stores and Online
Old Navy is revolutionizing the shopping experience with the
launch of BODEQUALITY. Beginning on August 20, Old Navy will
redefine size inclusion, offering every one of its women’s styles,
in every size, with no price difference.1 As a brand committed to
the democracy of style, Old Navy will be the first value retailer
to offer sizes 0-30 and XS-4X for all women’s styles at price
parity.2 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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20210818005389/en/
(Photo: Business Wire)
New Store & Online Experience
Old Navy is transforming its fleet of over 1,200 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 marketing 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 navigation menu to provide one size-integrated
shopping destination for sizes 00-30.3 Women’s styles will be
showcased on models in sizes four, 12 and 18, and shoppers can use
a new toggle feature to select their preferred default model
display 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.”
Updated Fit & 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
extensive 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.
“Developing BODEQUALITY allowed us to rethink the way we serve
women in the retail industry," said 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.”
Marketing Campaign
On August 20, Old Navy is launching a robust integrated
marketing campaign to introduce BODEQUALITY to women everywhere
including:
- The premiere of a new TV spot starring Emmy nominated Saturday
Night Live and SHRILL actress and comedian Aidy Bryant alongside a
diverse group of women dancing to “I Am 100%” by Jarina De Marco.
Aidy and cast will bring the fashion revolution to life through the
television placement and content extensions on Instagram and
TikTok.
- An extensive out-of-home campaign with close to 500 placements
in New York and Los Angeles through highly visual wildpostings,
static and digital bulletins, on LinkNYC screens, in NYC subways,
and on digital billboards in high-traffic areas including Times
Square.
- 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.
History
Since launching its Plus line in 2004, Old Navy has offered one
of the broadest size ranges in the industry and has remained a
leader in driving innovation in women’s fashion. In 2018, the brand
debuted dedicated Plus shops in 75 U.S. stores, and in 2019
transformed 30 of these locations into size-integrated concept
stores. Old Navy applied learnings from these evolutions with
extensive customer feedback from years of shop-alongs and focus
groups to reimagine its women’s offering once more with the launch
of BODEQUALITY.
Visit www.oldnavy.com/bodequality to learn more and shop the new
democratized retail experience, and follow @oldnavy to see more on
the #BODEQUALITY launch.
About Old Navy
Old Navy is a global apparel and accessories brand that makes
current American essentials accessible to every family. Originated
in 1994, the brand celebrates the democracy of style through
on-trend, playfully optimistic, affordable and high-quality
products. A division of San Francisco-based Gap Inc. (NYSE: GPS),
Old Navy brings a fun, energizing shopping environment to its
customers in more than 1,200 stores around the world. For more
information, please visit www.oldnavy.com.
1The same style is the same price, no matter the size. Applies
to stores and online shops in the U.S., Canada and Mexico. 2Select
styles in Famous and Fashion Denim are available in size 00
in-store and online. Size 30 available on oldnavy.com only. 3Select
styles in Famous and Fashion Denim are available in size 00
in-store and online. 4Toggle feature available for 70% of women’s
assortment at launch.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20210818005389/en/
Alison Brod Marketing + Communications oldnavy@abmc-us.com
Mandy Moore mandy_moore@gap.com
Gap (NYSE:GPS)
Historical Stock Chart
From Aug 2024 to Sep 2024
Gap (NYSE:GPS)
Historical Stock Chart
From Sep 2023 to Sep 2024