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Move to be body-inclusive leaves Old Navy customers frustrated: Report


Decision to sell clothes for women of all body types has created two big problems Old Navy, says a Wall Street Journal report. It has left the brand’s customers irritated as they have not been able to size their desired size, and it has made it impossible for the brand to find stocks it needs to discount to sell. The GAP-owned retailer accounts for far more of the company's sales and profits than the GAP and Banana Republic chains.

As per a Business Insider report, Old Navy developed its inclusive sizing as well as research on the basis of data provided by the National Center of Health Statistics The Center found women aged 20 and over weighed an average of 170.8 pounds as of 2016. The company scanned almost 400 women's bodies to create digital avatars and build new fit blocks for sizes 20 to 28.

Clothing brands like Good American, Veronica Beard or Universal Standard have long tried to provide sizes to all body sizes. Other big brands like Victoria’s Secret have also embraced size inclusivity by adding more ranges. Fashion designer Diane von Furstenberg says, brands should not penalize the small people by making them pay more for smaller sizes.


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