American clothing brand Old Navy will no longer have a separate line for plus sizes in women’s clothing. The brand, which introduced its plus size clothing line in 2004, has offered a limited collection as a part of it ever since.
However, now the brand will have sizes 0-28 and XS-4X for all of its women’s styles in stores, the same styles will be available up to a size 30 online. Models featured on the website and other campaigns will include those of sizes four, 12, as well as 18. When it comes to the in-store experience, Old Navy is set to rearrange merchandise in a way that customers browsing for extended sizes are not forced to be directed to separate areas due to size. Store mannequins will also include ones in sizes four, 12 and 18. Since 2018, the brand has had separate plus-size shops in 75 stores, an aspect that is all set to change moving forward.
Pointing to the demand shift towards extended sizes in its home country, Old Navy’s Chief Executive Nancy Green, said in a statement, “As we started to understand the opportunity here, we realised a few years ago that we weren’t doing enough to think about size inclusion and how the demographics are changing in the U.S. I have family members that wear plus sizes, and I can’t shop with them, and shopping is social. It’s something that people want to do together.”
The brand, that once faced criticism for charging a higher price for women’s plus size jeans, compared to smaller size jeans, will not just get an external inclusivity facelift, but will also see changes in its internal structure. Till now, the American label that had a different team managing their plus business, including functions like merchandising, design, and production, will now see a single team managing the entire women’s wear division.
While the shift makes financial sense for the brand as well as a means to help increase sales, given the increase in demand for larger sizes, it’s also a positive change, making a shift from discriminatory practises when it comes to size inclusivity.
Looking to shop plus sizes in India? Here are some amazing Homegrown brands offering extended sizes and sustainable clothing.
Image Source: Oldnavy.gap.com