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A Size-Inclusive Rollout Shrinks Earnings, but Not Brand Equity
In August 2021, Old Navy launched BODEQUALITY, a campaign that expanded their clothing line to serve women sizes 00-30. Inventory mismanagement resulted in financial losses; however, Harris Brand Platform data shows that this “failure” comes with a silver lining:
- BODEQUALITY departed from the traditional women’s clothing market, with apparel specifically designed for curvy women and a strategy focused on size inclusivity.
- The right idea…Consumers familiar with the Old Navy brand appreciated BODEQUALITY’s mission, and the retailer’s brand equity hit a November high.
- …The wrong execution: Inventory mismanagement, and supply chain issues, resulted in stores overwhelmed with surpluses of the largest and smallest sizes, and a lack of their most popular mid-range sizes.
Download our case study to discover how consumers responded to Old Navy’s BODEQUALITY campaign, and how this “failure” also did the brand some good.
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