Old Navy’s BODEQUALITY campaign promises price parity for plus-size customers
Old Navy
Yesterday Old Navy announced the launch of BODEQUALITY, a campaign that marks the beginning of price parity for their plus-size and straight-size customers. Starting tomorrow the company will officially offer every one of its women’s styles in every size with no price difference. Old Navy will be the first value retailer to offer sizes 0-30 and XS-4X for all women’s styles at price parity.
Old Navy issued an open letter as part of the campaign. “Dear Women Everywhere” begins with a mea culpa.
Old Navy’s BODEQUALITY campaign promises price parity for plus-size customers
Old Navy
The phrase “no more excuses” offers a nod to the commonplace retail practice of asking plus-size customers to offset the cost of producing plus-size clothing. Though it’s unthinkable for a retailer to ask a customer who wears a size 10 to pay more than a customer who wears a size two, plus-size customers have historically been asked to do just that. Hopefully this announcement will shine a light on this unfair practice and change the precedent in the larger retail environment.
Old Navy’s BODEQUALITY campaign promises price parity for plus-size customers
Old Navy
Part of the BODEQUALITY transformation includes the integration of all sizes and the removal of the plus category, one that’s been part of Old Navy’s model since 2004.
All 1200 of Old Navy’s stores will offer all women’s styles in sizes 0-28 merchandised together with no specially designated section for plus. Stores will also offer new mannequins in sizes four, 12 and 18, alongside new BODEQUALITY campaign imagery. Old Navy associates will be participating in customer-focused training to create an inclusive environment.
Online, plus and straight-size collections will be merged. 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.
President and CEO, Nancy Green, promises this is more than a one-time campaign: “BODEQUALITY is… 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.”
