Old Navy updates sizing approach through Bodequality campaign
Old Navy has announced that is transforming its portfolio of over 1,200 stores and online shops into “fully size-integrated shopping experiences” under its new Bodequality campaign.
In a statement, the US fashion brand said every store will offer all women’s styles in sizes 0 to 28 merchandised together with no special sections. Stores will also offer new inclusive visual cues for shoppers, including mannequins in sizes four, 12 and 18, alongside new new marketing imagery. In addition, the retailer will offer all sizes for women’s styles with no price difference.
Looking at online, Old Navy has merged its women’s and women’s plus collections from the navigation menu to provide a one size-integrated shopping destination for sizes 00 to 30. 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.
Nancy Green, president and chief executive of Old Navy, said: “We saw an opportunity to meaningfully change the women’s shopping experience by making it more inclusive regardless of size. 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 will also be launching a new integrated marketing campaign to introduce Bodequality to customers.
