Gap Inc.’s Old Navy division wants its sizing to be as tailored as possible to specific store locations, so it’s testing a size customization program. Having already catered to almost every area of the demographic spectrum with moms,...
Gap Inc.’s Old Navy division wants its sizing to be as tailored as possible to specific store locations, so it’s testing a size customization program. Having already catered to almost every area of the demographic spectrum with moms, teens, young adults and adult males as its designated core consumer group, it’s not surprising the unit has made such a move.
Jenny Ming, president of Old Navy, first announced at the Goldman Sachs Eleventh Annual Global Retailing Conference here in September that the division launched a pilot program this summer. The goal of the “store localization” program is to put “the right sizes in the right stores for our customers,” said Old Navy spokeswoman Tricia Link. The program affects about 80 stockkeeping units in the division’s fleet.
Link said that while the pilot affects a small number of sku’s, it is actually complex, in part because Old Navy is tweaking it, using a technology tracking program, as more information comes in, said Link.
Meanwhile, Old Navy is also pursuing what it sees as an underserved retail area: plus sizes. The plus-size business makes up about 18 percent of all women’s apparel, said Marshal Cohen, chief industry analyst at The NPD Group. “We know that 62 percent of the population is overweight and 46 percent of consumers say they wear a plus size in some form or fashion,” according to Cohen’s research. But plus-sized women are frustrated because their size is usually only offered in separate parts of stores. Further, they often can’t buy a complete outfit at one store because they are not a plus size in both top and bottom, Cohen explained.
“We’re going to see more and more stores recognizing the need to put the plus-sized business either right next to, or as a part of, the regular business,” Cohen said. That’s precisely what Old Navy is doing. Its plus sizes are offered in separate sections near its mainstream women’s clothing, Ming said. But there’s a reason the two sections are distinct from each other: Not every mainstream outfit is offered in plus sizes. That’s because Old Navy recognizes that not every style looks good on a plus-sized woman, said Ming.Gap Inc., which unveiled plans in May to offer the store-within-a-store women’s plus-size concept at Old Navy, is taking plus sizes one step further by also addressing the needs of overweight children — also at Old Navy. The company came up with the idea by checking in with customers, Ming said. “Moms want their [plus-sized] kids to wear what all the other kids are wearing.” The concept, which is currently in stores, is called “husky” for boys and “plus” for girls.
Old Navy provides apparel for skinny kids, too, called “slim” in both boys and girls. Nearly all of the bottoms come with adjustable waists, said Link.
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)
As one of the most recognizable models in the world, Christy Turlington Burns has an insider’s view of the fashion industry and the allegations of sexual harassment swirling around it. “I can say that harassment and mistreatment have always been widely known and tolerated in the industry. The industry is surrounded by predators who thrive on the constant rejection and loneliness so many of us have experiences at some point in our careers,” Turlington told WWD, along with her suggestions for how the modeling world should protect younger women and men. Read more on WWD.com. Link in bio. (📷: Tony Palmieri) #wwdnews
@asics America has tapped a new brand ambassador: famed DJ/record producer @steveaoki. This initiative is intended to set the tone for the new brand identity and philosophy and will include partnerships with influencers and in-store and off-line activations that will continue into next year. This is Asics’ most significant marketing effort in two decades, and is expected to attract younger consumers to the brand. #wwdfashion
24-year-old Jean Prounis is redefining the rules of jewelry. Formerly a studio assistant to Jemima Kirke and a design apprentice at Ghuran, she focuses on handcrafted subtleties and ancient goldsmithing techniques. “There was a really sterile feel in the environment and I wanted to have jewelry with character that shapes how you wear it everyday,” Prounis said. Each piece is hand made in New York, either by Prounis or three other jewelers in the district. #wwdfashion
“These collections continue to build on that vision, empowering differently abled adults to express themselves through fashion,” said @tommyhilfiger of his line of adaptive apparel, which launches today. The line consists of 37 men’s and 34 women’s styles based upon the pieces from the spring Tommy Hilfiger sportswear collection. #wwdnews