Alison Partridge Stickney, Head of Women’s and Maternity Sales at Old Navy, beams as she explains how the past three years have culminated in BODEQUALTH. The initiative promises that, through August 20, every garment in the Women’s Old Navy section will be available online and in store in sizes 0-28 (with sizes 30 only). offered online) with the same style, same price, completely integrated into the existing women’s section. “It’s simple, isn’t it? If more than half of the women in America were plus size, we now have clothes for all of them,” says Stickney. That’s right—Old Navy will no longer have a plus size area, as the entire store will be integrated to make shopping seamless, regardless of size. This achievement would make Old Navy the first business of this size to warrant the true scale of its 1200+ stores (and yes, that includes international stores).
“After the intensive research in which we took the time to listen, learn and stay in the right place, there is clearly an opportunity to do more to meet their needs and ensure that every woman sees herself in our brand,” Nancy Green, President and CEO of Old Navy, said by email. “BODEQUALITY represents a complete transformation in the way we run our business — from the design and manufacturing process, to our shopping experience in stores and online, and the way we do business.” We interact with our customers across all brand touchpoints. This launch reinforces our brand’s belief in the democracy of style. “
Every part of BODEQUALITY is set out to meticulously ensure that the word “inclusive” is featured, not merely codified. That’s a departure from the all-too-common experience of brands choosing to produce plus sizes that are only available online or in limited stores. It was an experience that both Lindy West and I (according to an Instagram story in June 2021) shared last year – it was desperate to try on a dress, only to stand in their store and be. Request home and order online. These emotional experiences of wanting easy access to wardrobe essentials and inclusivity are the driving force behind rebuilding Old Navy’s approach to plus sizes, took three years from start to finish and far exceeded the surface changes. “We saw that it would take more than a rack or a tab on a web page, and we had to really completely revolutionize the way we work,” says Partridge Stickney. “It was an idea to create the most comprehensive shopping experience in retail and make it simple. All products, all sizes, all prices the same. It doesn’t matter if you are on our site in our stores, no need to play guessing anymore, it’s just simple and straightforward. ” However, the process to get there, but simple.
From a product development standpoint, Old Navy has redeveloped all of their existing plus size classifications with the use of 3D avatars made with 389 real women’s body scans in partnership with the University of California. Oregon school. This fit Alison guarantees will be familiar to their existing customers (their sizes should remain the same), however the fit will be better and based on early feedback, more comfortable. Next, all employees at the store will be trained to have an in-store experience suitable for a variety of customer sizes. “Democracy of style is important to us,” says Allison, “but just as important is democracy in service, and so when you walk into an Old Navy store, you feel feel like you fit in no matter what you wear.
The training will cover who the big size customers are, the plot behind this company-wide push, how Old Navy’s “matching differentiator” ensures the best fit, and how to change the language. their body language to fit in. Finally, the icing on the cake includes the size, which was a marketing campaign to coincide with the in-store rollout, featuring women of all sizes alongside the oversized logo Aidy Bryant, who will be the face of the premiere. A natural choice, especially when Bryant’s painting has been on the line’s inspiration board since day one, a partnership that feels like expression come to life.
Emily Bibik, Customer Lead BODEQUALITY, said: “We’ve always said this whole thing is really just a love letter to women everywhere, women who have been with the brand. us and the women hope to be the future”, said Emily Bibik, BODEQUATIONAL Customer Lead The lovely floral print Old Navy dress she personally picked out, the day before.