Old Navy’s Plus Size Revamp

Old Navy has long been a pioneer in providing extended sizing that is thoughtful and well-executed. I know many people (including one of my favorite, size 18 fit models) who LOVE Old Navy plus sizing.

However, Old Navy decided to do a revamp of their plus size assortment- offering everything in extended sizing and put it with the regular sizing in stores…. And it was a huge failure.

I’m sad for what some people might derive from this story- that plus size isn’t worth it or doesn’t sell well.

My takeaway from this story is that plus assortment shouldn’t just be everything. Plus should be thoughtful. Pick styles that you know your customer (depending on your brand, not based on plus size stereotypes) will like. Adjust them accordingly to fit and flatter their bodies. Don’t just assume that what a size 2 person wants is the same as what a size 18 person wants. Actually look at it on a human body.

Head the story for yourself here—> https://podcasts.apple.com/us/podcast/the-journal/id1469394914?i=1000564237398