How This Renowned Researcher Helped Old Navy Start A Fashion Revolution

(Fashion) Creating a more inclusive shopping environment for everyone. by Erin Cunningham Aug. 20, 2021

The shopping experience we all know too well meant “specialty” plus sections in-store, inflated prices for those sizes, and mannequins that assume one size fits all. Enter: Old Navy’s BODEQUALITY movement , which aims to cultivate a more inclusive environment that caters to all women. Find styles in sizes 0-28 in the same store sections and online, and discover an updated fit, led by product design expert Dr. Susan Sokolowski. The result? Old Navy created space for women to celebrate their personal style .

Old Navy’s modernized fit isn’t just marketing lingo — it’s research-backed. Sokolowski was enlisted by the retailer to reevaluate its sizing standards. “There has been a lot of momentum in the extended sizing space,” says Sokolowski, but many apparel companies are working with just one plus-size fit model . Instead, Sokolowski modeled fits on 389 different body types for Old Navy , creating a more comfortable, consistent size run.

Yes, 389 body types. According to Sokolowski, “plus-size scan data for women was not available until five or six years ago,” which is when Old Navy first began its research. “ Today, Old Navy’s one of the first retail brands to work with the largest plus-size database in the world. ”

Arguably the most impactful influence came straight from Old Navy shoppers themselves. Common complaints included: shirt buttons that pulled, bottoms that gapped, and jeans that were too loose at the ankle. According to Old Navy’s Senior Director of Technical Design and Product Quality Janette Cox, “On our tops, we increased movement of the arms and shoulders to reduce pulling across the back of the shirt. We also raised the back waistband to eliminate that pesky gaping of jeans when you sit.”

“The work we’ve accomplished is extremely important in the future of size, fit, and design,” Cox says. “ We took the time to acknowledge all our customers , of all sizes, and understand what they like or don’t like — and then adapted our clothing to fit their body shapes .”

Though a lot of the work being done is meant to revolutionize fit, visual changes within the store can have a major impact, too. Beyond combining women’s and women’s plus into one group, Old Navy’s mannequins will stand together in sizes 4, 10, and 18, to ensure a diverse size spectrum is visible. By creating a space where every shopper feels like they belong, women of all sizes can feel empowered to shop for looks that reflect their sense of style.

The journey to a more inclusive world isn’t easy — it can take years to incite real change. But today, Old Navy is done with excuses. And labels. After all, incredible fashion is meant for everyone, regardless of shape or size. Learn more about the BODEQUALITY campaign (and get shopping!) now on OldNavy.com .