After calling for an end to industry practices, retail clothing company Old Navy is gradually removing separate parts of its plus-size clothing. Starting from Friday, women’s clothing in sizes 0-30 will be sold in physical stores and online.
All 1,200 stores in Old Navy will now use size 4, 12 and 18 mannequins and models of different sizes to display clothing online.
The “Large Size” series was once sold in a separate section of the store and has its own category on the website, and now it will all be sold together and combined into one online navigation menu.
Since 2004, Old Navy has sold large sizes of 16 yards and above, and has an independent design and production team. For a while, the company also charged additional fees for clothing because of higher production costs.This was severely criticized and led to Change.org petition.
Now, the company’s women’s fashion are all created by a team, and all clothing designs will be available in a variety of sizes.
“We know this is not a quick solution,” Said Alison Partridge Stickney (Alison Partridge Stickney), Old Navy’s women’s clothing sales director.
“We can’t use the clothes racks in the store or add other styles to solve this problem. This must be a top-down change in the way we work.”
The production cost of large-size clothing is indeed higher, which makes many companies deviate from this business, but many brands that have joined the phasing out have achieved success. This means providing a wider audience with more choices than most retailers, and opening more to the US$20.4 billion plus-size market.
Old Navy said that in the past year, “plus” searches on its website have increased by 63%. Kearney’s global strategic retail business partner Brian Ehrig (Brian Ehrig) said that by 2023, the plus-size women’s clothing market is expected to grow from 4% to 8%.
Starting from August 20th, each work @老 Navy The women’s clothing part will be sold online and in physical stores, sizes 0-30, the same style, the same price, fully integrated into the existing women’s clothing part https://t.co/th0jU9HexW
— Fashion Magazine (@voguemagazine) August 18, 2021
“There is no separate part, no different style, no isolation, no frustration.” https://t.co/Ay9AIffMSG
— HelloGiggles (@hellogiggles) August 18, 2021
