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The Old Navy Made Clothing Sizes for Everyone. It Backfired.

Popular American shop Old Navy offers both clothing and accessories for sale. It renown for carrying its well-known line of athletic and everyday clothing for men, women, kids, and babies. Recently it set out to provide accessibility for women of all body shapes when it came to clothing buying. It ultimately had an imbalance of too many extra-small and extra-large items. And too few of the rest, which disappointed customers, led to declining sales, and resulted in a management shake-up.

Gap, Inc. is the owner of Old Navy. It was originally known as a Gap Warehouse before being changed to Old Navy Clothing Co. The Gap Warehouse was rebranded to provide clients with a more affordable version of the well-known chain. This is how Old Navy came to be known under its new name, which would set it apart from its parent firm and create a new, more budget-friendly brand.

The Stumbles Of Old Navy:

Old Navy’s setbacks are an issue for its parent company, Gap Inc. GPS -2.32% The chain is responsible for the majority of the company’s sales and profits. And it supports the Gap and Banana Republic brands, which are less successful. Additionally, it demonstrates the difficulties in producing a large range of sizes, which forced some businesses to quit providing plus-size clothing.

A spokesman for Gap Inc. declined to comment. Analysts predict a decrease in net revenues for the corporation to $3.44 billion from the $3.99 billion reported during the same period the previous year.

Old Navy was one of the first retailers to make such a significant bet on inclusive sizing when it started providing all women’s clothing styles in sizes 0 to 30 and XS to 4X. This launch hail as one of the biggest in the brand’s history. It eliminated distinct small and plus-size sections and combined all sizes for each style. The new goods display on mannequins with various body types. A style’s price was the same for all sizes. However, breaking with a convention in the business where shops charge more for larger sizes.

What did the chief executive of Gap Inc say?

Gap Chief Executive Sonia Syngal told analysts in August that “this is the most integrated launch in the brand’s history and a key growth engine for the business for years to come.”

But soon after, Old Navy’s sales began to collapse. After less than two years in charge of the brand, Nancy Green, the chain’s president and chief executive, resigned last month. Due in part to issues at Old Navy, Gap forewarned that revenues for the spring quarter would fall short of projections. 

However, current and former employees both agreed that the enlarged sizes were the problem.