April 30, 2007
Old Navy Discontinues Plus-Size Clothing In-Stores
News has recently broken that Old Navy will no longer be carrying plus-size clothing in their brick and mortar stores, although will continue to do so on-line. They say the line has not done well, and as their parent company Gap, Inc. continues to struggle with its bottom line, this news follows on the heels of the closure of their Forth and Towne concept (which incidentally carried up to size 20) in an attempt to shore up their core company. They are keeping The Gap and Banana Republic concepts open in addition to Old Navy. The practice of carrying more extended sizes on-line than in-store is used in both these stores as well.
On the surface this appears to be good business sense, but the announcement seems to be setting off a firestorm of protest across the plus-size community. Why?
Let’s look at some of the criticism of this business move:
1. Although technically available in stores to try on, feel and purchase, the reality is that the Old Navy plus-size clothes line was only available in a very, very few locations. Furthermore, the racks tended to be pushed back to small corners of these stores so consumers didn’t know they were there. And marketing of the plus-size line was barely existent. How were customers to know that there were clothes available in sizes up to 4X at any of their plus catering locations? Of course numbers weren’t good, in spite of a consumer population that could easily give them good numbers.
2. Across many chat groups that are ablaze with the topic, the issue of fit keeps coming up. It seems the Old Navy plus line didn’t hit the mark with fit, with many people referencing the straight size Old Navy line which goes up to XXL and is staying in stores as fitting better. Since many full-figured consumers wear between a size 14 and 20, many of those customers have been sticking with the regular line for fit reasons. The question then raised is the business problem not the “plus-size” concept but rather lack of understanding of the target customer’s needs? Might a little more time and money invested in issues of technical design reap better sales and consumer confidence? Elegant Plus addressed this lack of understanding within the corporate apparel world in our article “The Sizing Thing” last year. It would appear, some things are slow to change, and Old Navy is a casualty of this faux-pas and mode of thinking.
Old Navy will continue to be available on-line in plus-sizes, along with extended size offerings at the Gap which are not available in stores (up to size 20). To find these listings and more in plus-sizes up to 34W, check out the Elegant Plus Classic Plus-Size Clothing Directory.
If you wish to register concerns or complaints about this business decision you can reach Old Navy customer service two ways. Enough negative feedback and backlash on this move may change their minds, but remember at the end of the day money is what talks. Shop Old Navy plus-sizes and support them if you think they are doing a good job. If not, let them know what would make you shop there and be specific and honest about how much money they are losing when you take your business elsewhere. Call 1-800-Old-Navy or e-mail custserv@oldnavy.com . Also, please feel free to discuss, vent and comment below. The more open discussion about these issues from the consumers, the more things will change.
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19 Comments on Old Navy Discontinues Plus-Size Clothing In-Stores »
April 30, 2007
Vickie @ 8:06 pm:
This is interesting. I didn’t even *know* Old Navy carried plus sizes. I’ve never even been in one of their stores, because I did not think they had anything that would fit me. Amazing.
May 1, 2007
Big Fat Deal ; In Case You Were Trapped Under A Rock In April @ 6:15 pm (Pingback)
[…] Old Navy which has seemingly confirmed the pulling of its plus-sizes from the store. (More info is here, via Lara Frater. You can write to Old Navy to complain, which I will shortly be […]
trulycurvaceous @ 6:58 pm:
Wow, my husband went to Old Navy recently looking for something for me and the whole section was gone. I have a couple of things from them. There clothes aren’t great. Thanks for letting us know I will definitely do some research on that.
Truly Curvaceous
www.thetrendsetter.wordpress.com
May 7, 2007
Managing Editor - Elegant Plus Magazine @ 11:53 pm:
Form letter from Old Navy Customer Service sent when complaint letter sent in:
Thank you for your e-mail regarding our Women’s Plus line. We
appreciate the tim eyou have taken to share your comments. After much
evaluation, and as difficult a decision as it was, we will be removing
the Women’s Plus line from all of our Old Navy stores. Please accept
our sincere apologies for any disappointment this may cause you.
While we will no longer carry Women’s Plus in any of our stores, the
complete line is available on our website at oldnavy.com. You can place
an order on the web or by calling 1-800-OLD-NAVY, option one. Our
online representatives are available 24 hours a day to assist you with
questions or order placement.
We hope this information is helpful and look forward to shopping with
you soon.
May 10, 2007
A Dumbbell In A Home Gym @ 2:23 pm:
Excerpt: Dress Barn Rules, Old Navy Drools.
“Given that more Americans are overweight than not, a store that can’t sell a halfway decent plus-size clothing line couldn’t sell ice water in Hell. Seriously: How badly did they mess up this marketing? Oh, and also this: Size six dress or not, I’m done with Old Navy. If they can’t be bothered with me when I’m fat, screw ‘em: I don’t want to be in their stores when I’m normal size. They’re entitled to make a business decision. So am I. And if I decide that Old Navy can go pound sand, that’s my business.”
May 21, 2007
Amanda @ 2:16 pm:
I will completly boycott Old Navy when their plus size clothing is not in their stores, I sent them an email to complain:
Recently I entered your Old Navy to find that they were hardly carrying any of your items in a size larger then a 12 or XL. I was shocked and aggravated but did not really believe that after shopping at Old Navy for so long would they suddenly stop carrying plus sizes in their stores. I figured they must have just been sold out.
Still in disbelief I mentioned my experience to a friend. She confirmed that you were no longer going to carry plus sizes in your stored and showed me an article to prove it. I am writing you because I feel that I need to put in a formal complaint about your decision to stop carrying your plus size line in stores. As a frequent Old Navy shopper, I spend several hundred dollars in your store a year, probably closer to a thousand. I was always happy to know that I would be able to come into your store and have a variety of sizes to try on. I was content knowing that I would find clothes that were stylish and well fitting. Shopping for plus size clothing online in inconvenient, discriminating, and unsatisfactory. I enjoy being able to try on clothing, see it, feel it, and make sure it is the right color, size, and style for me before I purchase it. Sadly, if your plus size line is taken out of your stores you will completely loose me as a customer. I will no longer stop in to buy a bag, shoes, a shirt or anything from your pet line. I will no longer do my Christmas shopping there or buy anything from your men’s line for my husband. Bluntly I will not enter your store and will urge my friends and family to do the same.
In hopes of hearing you will change your decision,
Amanda
I URGE ALL OF YOU THAT FEEL THE SAME TO SEND A COMPLAINT TO THEM AS WELL- AND IF THEY DO DISCONTINUE SELLING PLUS SIZE CLOTHES IN THEIR STORE BOYCOTT THEM!! GIVE ME A BREAK!
June 24, 2007
Joe Joe @ 7:13 am:
What I don’t understand is that I NEVER had a problem with my local Old Navy store. While I was disappointed that Plus was going away after almost 2 years of business, I was even happier when the Manager at my local store informed me how the sizes overlap and that I could still find clothes that fit me. Old Navy carries up to a 20 in bottoms and a xxl in tops and in most cuts was/is equal to their plus 2x. When it comes to advertising I found out my store had plus from the website that listed it as a plus and maternity store. They have always had poster in the store, window decals and signs across the top of the shop that stated it was located in the shop and I always received advertisements in my credit card about plus and other merchandise.
Like I said, I am sad to see it go, but I understand the reason and I also realize that they are a brand that’s core customer is in their mid 20’s. How many of us are in that bracket? I sure am not.
Love you all,
Joe Joe
June 25, 2007
Managing Editor - Elegant Plus Magazine @ 2:35 pm:
Old Navy Watch:
The latest Old Navy e-mail advertising announces new plus-size fashions available in 16 - 30, showing that while they have shrunk back to offering plus only on-line, they have extended the size range from 26 to 30 in their new on-line efforts.
July 17, 2007
Fran R. @ 1:03 pm:
Have any of you seen their fall preview for on-line. They have some cute things and really seem to be making an effor.
August 6, 2007
Amy T. @ 4:22 am:
Okay I just read all of this and it makes me sick.. I am 23, I wear a size 19. To me they dont want PHAT people in there stores.. Well I for one dont have to set at home and look at clothes on the internet.. There are TONS of other store. Yeah ill miss not getting the latest at a great price.. But im not ashamed of myself nor will I set at home just because others want to portray me as being FAT and not wanting me in there stores…… So kiss my phat ass
August 7, 2007
Zara @ 4:18 pm:
I fail to see what all the fuss is about. We’ve all been happily shopping from catalogs for years. The internet is just an on-line catalog. I, for one, am HAPPY to have another plus-size clothing option!
Besides, its more convenient for my busy, mommy life to shop on-line.
October 4, 2007
Concerned mom @ 11:51 am:
I am more concerned with the new Old Navy sweater ad on TV. If that doesn’t promote an unhealthy body image for girls, I don ‘t know what would. The model in the middle is clearly underweight if not anorexic. I think this has to stop. Old Navy shame on you for both discontinuing your plus size line and for promoting size 0 and even less!!!
October 15, 2007
Grace @ 7:45 pm:
Wow! And I thought I was the only one that was puzzled by Old Navy’s exit from Plus size! Yep, i would say that they missed the mark when it came to assortment and size. I tried. Would see great styles in reg sizes, and when I would get back to the teenie tiny corner of plus size would always be dissappointed in their translations and horrible fit! Their on line assortment in not much better. There are some great plus size focus businesses out there. And oh yeah….Gap goes up to an XXL, but good luck if you are larger than a 16!
November 19, 2007
nordstrom online shoes store @ 1:20 pm (Trackback)
nordstrom online shoes store…
i love this post, this is exactly what iam looking. thanks for posting this, take care….
December 9, 2007
annick @ 2:41 am:
old navy and gap need to carry 3x and 4x fashions.
February 11, 2008
BEANS @ 6:48 pm:
I AM TOTALLY PISSED ABOUT THIS. IF THERE WAS A PETITION I WOULD SIGN IT 100 MILLION TIMES. I WEAR A SIZE 24 BOTTOM AND LIKE A 2X TOP AND I HAVE BEEN WEARING OLD NAVY SINCE 2001 I THINK BEFORE THE PLUS SIZES EVEN CAME OUT. I USED TO SQUEEZE MYSELF INTO THE XTRA LARGES WISHING THEY WOULD START MAKING PLUS SIZES. AND NOW THEY TOOK IT AWAY JUST LIKE THAT. I AM TOTALLY BREATH TAKEN. I HOPE THEY CHANGE THERE MIND
February 12, 2008
valisa @ 2:20 pm:
i for one am very dissapointed that the plus size old navy stores have been closed down. i am a bermudian and shopping for plus size clothes are very hard to find. when i travel, old navy was the first place i would go to find clothes that are stylish and comfortable. i feel they should put them back in the stores.
May 20, 2008
Size12 @ 10:15 pm:
I have been a bigger size, and I will tell you what the big deal is. First of all, the different treatment and trying to pretend like there are no plus sizes, when clearly 50% of us girls, women areeee plus sized per those standards. That is simply a fact, I used to be very skinny before I came here but with this lifestyle here, speed, driving cars etc, no time for anything, and the food just not good even when it says organic, water full of meds, it is almost impossible to be skinny unless you are anorexic. I used to very very skinny IN EUROPE, no problem, could eat what I want, but the lifestyle there is so different, the food, the water and stress is sooooo much less.. it is just not like that here. Now if I starved yes maybe only maybe than I would lose a few pounds. Big difference. And I DONT USE CATALOGS, I NEVER WOULD. Ridiculous, if anyone NEEDS TO TRY ON CLOTHES, IT IS THE PLUS SIZES. When you are stick skinnt almost everything fits because you are like a hanger. I know from experience. I’ve been both. But when you are plus sized, you gota make sure it fits your SHAPE. You can’t do that unless you try it, that is silly. Well, I am sad to hear that they are trying to pretend half of the nation doesn’t exist.
June 13, 2008
Name @ 12:37 am:
I understand how some people can be frustraited with this change. After reading the comments though, I must agree with the person who stated that “old navy’s sizes are over lapping”. In store, the sizes go up to XXL in tops, and a size 20 in bottoms. Can everyone fit the largest sizes available in store? No… but overweight Americans are an even bigger problem then those with an eating disorder. With that statistic in mind, one would think that the plus size line would still be in store since there’re so many overweight people. But the line wasn’t making sales. Perhaps overweight individuals don’t want to be seen in public???? It’s retail…it’s the economy…companies have to do what that have to do. So stop bitching and atleast drop to a healthy size 16. Your heart will love you for it.