The brand is launching the Bodequality initiative which will see the brand offers every item of its women’s styles, in every size, with no price difference.
The initiative will see the Gap-owned retailer transform its entire 1,200 strong store fleet and online shops into fully size-integrated shopping experiences where all women’s styles will be merchandised together with no special sections for extended sizes.
Alongside this transformation, stores will feature visual inclusive cues for shoppers such as mannequins in a range of sizes and new Bodequality marketing imagery. Online meanwhile, the brand is merging its women’s and women’s plus size collections from the site’s navigation menu to provide one size-integrated shopping destination for customers in size 00-30.
“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.”
