Madrid - The American fashion chain Old Navy, the main commercial brand, by turnover, of the GAP group, has decided to completely reform its purchase experience, in order to fully adapt it and “democratize it”, as they qualify fromown company, to all women, regardless of their body types.Objective that are carrying out through the “Bodequaly” initiative, name around which the different measures that are promoting for this purpose have gathered, and in what should be understood not as a specific action, but as a deep transformationof its ways of designing, producing and putting on sale its different proposals and female fashion collections.
Thus, and responding to the guidelines marked by this same initiative, since last August 20 Old Navy has already offered each of its female fashion models in all the sizes that the chain had been producing, but without differences in differences in prices or styles. Becoming the first retail chain, they assure it from Old Navy, which decides to make available to their clients an offer that goes from size 0 to 30, that is, from the XS to 4x, without any disparity as soon as to styles or prices. A set of sizes and models that will put in this way from now on available to all their clients, through both their online sales platforms and their wide network of physical establishments. Digital and offline points of sale of which the special sections for “large sizes” will be banished, in favor of an inclusive and integrated purchase process, which in the physical environment will be reinforced by inclusive mannequins of up to 4 different sizes, and Online through the use of "real models" as support for photographs of garments. A new spear thus in favor of that same policy "positives" that led to the chain to launch, last year of 2004, that line "plus" of large sizes, which now disappears as a consequence of the process of integration of Sizes driven by the chain.
"We saw an opportunity to significantly change the shopping experience of women, making it more inclusive and independent to any size," explains Nancy Green, president and executive director of Old Navy, throughout statements released from the fashion chain itself American. "Bodequaly is not a specific campaign," she says, "but a complete transformation of our business model, put at the service of our clients thanks to years of working in close collaboration with them with the aim of discovering their needs." "I am proud of the collaboration that has occurred between the different Old Navy teams", which thus "has allowed to evolve the retail experience of women" with the brand of Bodequality brand, "an innovative and innovative purchase experience Totally inclusive in store and online ", supported by" a design approach focused on human being. " "There are no separate sections of‘ large sizes ’. There are no mannequins or models of ‘unique size’ ”, but an“ equal sizes, prices and styles for women everywhere ”.
Reformulating all the design, production and adjustment processes of garments
In addition to the integration of sizes and the greatest visibility of a renewed “body postive” culture through all its platforms and points of sale, physicists and online, the “Bodequaly” strategy of Old Navy will also exert a remarkable and decisive influence on theown design, manufacturing and adjustment processes of the company.A point with which from the chain they have already resorted to the usual processes of climbing garments from the smallest models, to introduce new design mechanisms that will allow you to design the different pieces depending on the needs and theRequirements that best adapt to the morphology of each of the different sizes of their collections.Obtaining as a result a clothing that is capable of adjusting and offering greater comfort, and also trust, to every woman, regardless of their body type and the size it uses.
For this, the company, as they are well in detail, has carried out the body scan of 389 women, with whom it has managed to configure different digital avatars that it has subsequently used, and will continue to use, to prepare from “Royal Women's Bodies ”Its different female fashion collections. Proposals that are already in charge of adjusting through these new production techniques, with which they have renewed the traditional practice of climbing from smaller sizes, to produce garments from these new digital avatars, paying special attention to Small details such as the most suitable location for pockets and their proportions, the waist size and narrowing of the cowboys, or the length of the dresses, shirts and shelter garments. All in order to ensure that a coherence between all designs is maintained, regardless of the size in which they occur.
"The development of Bodequaly allowed us to rethink the way we respond to women from the retail industry," says Alison Partridge Stickney, director of the Women’s and Maternity Merchandising Department of Old Navy. Through this initiative, "we set out to understand what women of all sizes wanted of fashion and a purchase experience", for which they also interviewed hundreds of women. Women in the face of those who, in response to their indications and concerns, “we feel inspired to revolutionize all areas of our business model, from how we adjust and design our products, to the way we communicate with our clients in store and online, in order to ensure that all women feel welcome and represented. ” "This launch," Partridge, "is a moment of transformation for our brand and for the entire fashion industry."
Fundada en el año 1994 como filial del Grupo Gap, actualmente Old Navy opera a través de distintas plataformas digitales y de una red de establecimientos integrada por más de 1.200 tiendas repartidas por diferentes rincones del mundo. Estructuras con las que durante el pasado ejercicio de 2020, el último ejercicio fiscal completo del Grupo, llegó a generar unas ventas totales por valor de 7.536 millones de dólares, muy superiores a los 3.388 millones que la multinacional lograba recoger a través de su segunda principal cadena por volumen de facturación, Gap.
