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Old Navy Tries to Normalize Plus-Size Apparel in Growth Push

  • Gap’s cheap-chic brand brings change to $32 billion market
  • Part of plan to boost Old Navy sales to $10 billion by 2023
Old Navy sees plus-size women’s apparel as a big part of the brand reaching its goal of $10 billion in sales by 2023.
Old Navy sees plus-size women’s apparel as a big part of the brand reaching its goal of $10 billion in sales by 2023.

At the end of 2018, Old Navy’s top executive, Sonia Syngal, told her merchandising team to rethink the brand’s plus-size department. Almost nothing was off limits.

“I want you to figure out plus,” Alison Partridge Stickney, the retailer’s head of women’s merchandising, said in recounting her conversation with Syngal. “It made sense. The market data tells you there’s this opportunity. Obviously, we were missing something.”