Go figure.
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Old Navy and its parent company Gap Inc. took a massive loss after Old Navy went all-in on the so-called “body positivity” movement, offering extremely large and small clothing items.
Instead of cashing in on the feminist movement and earning praise for its apparent progressivism, Old Navy was left with clothing in only the extremely large and small sizes — and unhappy customers. A lot of unhappy customers.
“Analysts expect the company to report net sales of $3.44 billion, down from the $3.99 billion it reported in the same period last year,” a report from The Wall Street Journal said of a Gap Inc. report, which “showed the company’s latest quarterly results on May 26.”
The bad numbers have already triggered a “management shake-up,” the report noted.
“Old Navy set out to make clothes shopping more inclusive for women of all body types,” the Journal said. “It ended up with too many extra-small and extra-large items and too few of the rest, a mismatch that frustrated customers and contributed to falling sales and a management shake-up.”
Back in August, Old Navy started offering their clothing in sizes 0 to 30, and XS to 4X. The petite and plus-size departments were gone, instead incorporated with the rest of the clothing, apparently to be more “inclusive.”
“This is the largest integrated launch in the brand’s history and an important growth driver for the business for years to come,” Gap Chief Executive Sonia Syngaltold championed the move at the time.
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“Soon after, however, Old Navy’s sales started to nosedive,” the Journal reported. “Last month, Nancy Green, the chain’s president and chief executive, stepped down after less than two years running the brand.[/b] Gap warned that sales for the spring quarter would fall short of expectations in part due to troubles at Old Navy.”
