Old Navy stores have always catered to the entire family, unless someone was a plus size.
Now the profitable division of Gap Inc. is getting more inclusive by bringing its plus-size collection, heretofore only sold online, into 75 Old Navy stores.
Old Navy said Tuesday that the strategy is “a continuation of the brand’s commitment to the democracy of style and its inclusive ‘Size Yes’ campaign.” While limiting the brick-and-mortar distribution, customers can order plus sizes from any store and receive free shipping.
“Here at Old Navy, we believe in the democracy of style. Fashion is personal, and your clothing should make you feel confident,” said Sonia Syngal, Old Navy president and chief executive officer.
In retailing, catering to special sizes has been gaining momentum. Retailers such as J.C. Penney Co. Inc., H&M, New York & Co. and the Ascena Retail Group have recently bolstered offerings.
Old Navy’s women’s line spans plus, petite and regular sizes. The range is offered in 74 sizes and eight lengths. Sizes include 0-30, XS-XXL and 1x-4x. In addition, the brand sells men’s big and tall sizes, boys’ husky and slim sizes and girls plus and slim.
Old Navy, which launched in 1994, has offered plus sizes since then, according to the company. For more than 14 years, Old Navy has had “a specialty plus collection,” which isn’t just versions of the main line in larger sizes, but rather “a unique line made to flatter curves and ensure ease of movement through design and fabric innovation,” the company said. “The dedicated specialty plus design team uses curve-proud fit models and considers unique proportions to deliver on ideal comfort, hold and fit.” The plus specialty collection is offered in sizes 16-30 and 1x-4x.
Meanwhile, the Gap division is seeking to improve profitability by breaking out another season of a Sarah Jessica Parker assortment of girls’ and boys’ apparel and accessories. This is the second season of the collaboration, which reunites Gap and Parker, who starred in Gap ads in the early Aughts. The kids’ clothes are inspired by Parker’s childhood memories and favorite hand-me-downs. GapKids has long been a success story in an otherwise long-challenged retail brand.
“Working with the Gap design team again was just amazing — everyone was so enthusiastic about the idea of hand-me-downs, wearing and passing along to get as much use as possible, especially when the clothes are charming and well-made,” said Parker. “The collection was designed with that in mind. It’s important to take care of each other and share pieces that are meaningful and have a sentiment attached.”
Selections for girls include a denim jacket with quilted nylon green floral sleeves, a pink floral-print collared shirtdress and denim jeans with floral and polka-dot embellishments. On the boys side, Parker singled out a green and navy blue striped rugby, a gray zip-up sweatshirt with reversible green and navy blue plaid nylon lining and a pullover hoodie with headphone graphic. Prices range from $14.95 to $78. The collection will be available starting Aug. 27.