#Sizewise company store plus#

Segran: Yes, so the problem was that they couldn’t tell which sizes to put in which stores.

Ryssdal: So if Old Navy had picked this sweet spot, as it were - and I’ll get to this with some other companies in a minute - but if they had said: “Let’s start in the mid range of all women, instead of everybody, zero to 30,” that might have worked, right? And for a long time plus-size women have said that they felt really marginalized by the entire fashion industry, Because, until now, if you went shopping with a friend of yours, and you’re a size 8 and your friend was a size 18, you couldn’t actually shop in the same stores.

#Sizewise company store plus#

And there are some brands that go into the plus size, which only specializes in making clothes 18 and up. Most fashion brands specialize in making clothes that only go up to size 16. And basically, what it said was that it was going to make every single style of clothing in its line from size 0 to size 30. Well, just to start with last August, Old Navy said that it was unveiling what it described as its biggest launch in the entire history of the brand. Kai Ryssdal: What went wrong with Old Navy and Bodequality?Įlizabeth Segran: Oh, my goodness. The following is an edited transcript of their conversation.

“Marketplace” host Kai Ryssdal spoke with Segran about the fashion industry and plus-size inclusivity. Elizabeth Segran, senior staff writer at Fast Company, covered that in a recent report. Old Navy, for example, launched a program, Bodequality, however sales started to decline after the launch. While fashion clothing brands are taking steps to be size-inclusive, they’re facing some challenges. The global plus-size women’s clothing market is expected to reach “a market value of over $264.4 billion in 2027, while the cumulative growth opportunity over the forecast period is $1570 billion,” according to Credence Research.