Gap Inc.'s low-price division Old Navy is overhauling its approach to how it designs and markets to plus-size women, a demographic that many analysts say has been underserved.
Follow Israel Hayom on Facebook and Twitter
Starting Friday, Old Navy will be offering every one of its women's styles in all sizes with no price difference. That means sizes 0-28 in stores and up to size 30 online.
The 1,200-store chain will also be displaying its large sizes together with the standard sizes on the floor. The fashions will be displayed on mannequins in sizes four, 12 and 18. Online, the chain is merging its plus size and standard sizes together, with models appearing in all three sizes.
The moves, announced Wednesday, are expected to help Old Navy reach $10 billion in annual sales by 2023, up from $8 billion in 2019, company executives said.
Old Navy joins Target, Nordstrom and others, which over the past few years have been adding more plus-size offerings, and many are integrating them next to standard sizes. They're also adding fuller-size mannequins on the selling floor and showing more plus-size models in their marketing.
