Continuing the Old Navy Plus Line saga
I'm a newish member (hi all!), and having been inspired by nakedfotolady's letter a few entries down, I sent in an email of my own. The reply was prompt, but about what I expected; it looks as though it was taken directly out of some customer service phrase book.
To Whom It May Concern:
It's come to my attention that Old Navy stores around the country are pulling their Plus Size sections. I must say, I have a bone to pick withthis and with Old Navy's actions regarding the plus size market, in general.
Now, in Colorado, your stores don't offer plus size apparel in-store at all, except what can be scrounged up from the clearance racks-- I wasn't even aware of the potential to purchase plus size apparel anywhere but online, in the first place!
Such poor handling of a booming (and still-growing, no pun) market is a major, major oversight on the part of Gap Inc. A great deal of American women are above a size 16, and plenty of those women are also sized above Old Navy's ever-shrinking 20/XXL.
We've been spoiled in the past five years by a growing consciousness regarding plus size apparel, and we no longer have any reason to think that we must be consigned to ill fitting slim pickings. Retailers like Lane Bryant, Torrid and Alloy.com are making a KILLING because today's plus size woman is incredibly fashion conscious--and willing to shell out major bucks to look as stylish as her straight sized friends.
So why not Old Navy? Old Navy's plus size selection is pitiful, even online. There's barely half of what's offered to straight sizes. And Banana Republic and Gap are worse, if anything, with Gap's “plus sizes” seeming more an anomaly than anything else, and Banana Republic not offering anything above a size 16.
I'm sure the excuse has something to do with low sales. Well, it's no excuse at all, not when I and my plus size friends are spending hundreds of dollars in a single trip to the mall on apparel and accessories!
I myself, on average, spend about 200-to-400 dollars a month on clothes, shoes and accessories. I am a size 22. My friends spend at least as much, and not a one of them is below a 16.
The problem with Old Navy's plus size revenue is NOT a lack of interest in the product. The problem lies within the product itself-or rather, the lack of product, lack of marketing, and lack of enthusiasm for what is actually one of the most demanding, profitable consumer cash cows out there today.
Where are the glitzy signs on the store windows offering extended sizes, the commercials with plus models, and the internet and newspaper ads making it nothing less but excitingly crystal clear that Old Navy is THE place for straight size fashion, plus size fashion…fashion period!?
How can Gap Inc. expect to draw in any revenue if half the plus size market has no idea that the product is being offered?! How can Gap Inc. expect a profit if that product is limited, questionably fitting and drab? ON's straight sizes are amazing! When I can find something in a straight size that actually fits me, I'm ALWAYS thrilled with it. But I shouldn't have to scrounge!
There is absolutely no doubt in my mind that if Gap Inc. was to make a real effort at drawing them in, the plus size female could become their best friend and their biggest spender.
As it is, I believe Gap Inc. has an important decision to make: pull their plus size line, or make it so fabulous that no discerning plus size customer would go anywhere else to suit their style needs.
I genuinely hope someone takes the time to consider this, and I thank Gap Inc. for the time.
Sincerely,
Dear Brittney,
Thank you for your email regarding Old Navy's plus line.
While we are eliminating the plus line from some Old Navy stores, we
are
not discontinuing this line of merchandise, and we apologize for any
misinformation you may have received. The Old Navy plus line will
remain available at select stores and online at oldnavy.com. For a
complete listing of Old Navy stores that offer plus sizes, simply
access
the store locater tool on our Web site at the address listed below.
http://www.oldnavy.com/customerService/storeLocator.do
The decision to close a department within a store is always difficult;
however, we are committed to continuing to serve our customers and we
invite you to shop our plus line at another nearby location or online
at
oldnavy.com.
Sincerely,
Matthew
Customer Service Consultant
Man, what a cop out.
To Whom It May Concern:
It's come to my attention that Old Navy stores around the country are pulling their Plus Size sections. I must say, I have a bone to pick withthis and with Old Navy's actions regarding the plus size market, in general.
Now, in Colorado, your stores don't offer plus size apparel in-store at all, except what can be scrounged up from the clearance racks-- I wasn't even aware of the potential to purchase plus size apparel anywhere but online, in the first place!
Such poor handling of a booming (and still-growing, no pun) market is a major, major oversight on the part of Gap Inc. A great deal of American women are above a size 16, and plenty of those women are also sized above Old Navy's ever-shrinking 20/XXL.
We've been spoiled in the past five years by a growing consciousness regarding plus size apparel, and we no longer have any reason to think that we must be consigned to ill fitting slim pickings. Retailers like Lane Bryant, Torrid and Alloy.com are making a KILLING because today's plus size woman is incredibly fashion conscious--and willing to shell out major bucks to look as stylish as her straight sized friends.
So why not Old Navy? Old Navy's plus size selection is pitiful, even online. There's barely half of what's offered to straight sizes. And Banana Republic and Gap are worse, if anything, with Gap's “plus sizes” seeming more an anomaly than anything else, and Banana Republic not offering anything above a size 16.
I'm sure the excuse has something to do with low sales. Well, it's no excuse at all, not when I and my plus size friends are spending hundreds of dollars in a single trip to the mall on apparel and accessories!
I myself, on average, spend about 200-to-400 dollars a month on clothes, shoes and accessories. I am a size 22. My friends spend at least as much, and not a one of them is below a 16.
The problem with Old Navy's plus size revenue is NOT a lack of interest in the product. The problem lies within the product itself-or rather, the lack of product, lack of marketing, and lack of enthusiasm for what is actually one of the most demanding, profitable consumer cash cows out there today.
Where are the glitzy signs on the store windows offering extended sizes, the commercials with plus models, and the internet and newspaper ads making it nothing less but excitingly crystal clear that Old Navy is THE place for straight size fashion, plus size fashion…fashion period!?
How can Gap Inc. expect to draw in any revenue if half the plus size market has no idea that the product is being offered?! How can Gap Inc. expect a profit if that product is limited, questionably fitting and drab? ON's straight sizes are amazing! When I can find something in a straight size that actually fits me, I'm ALWAYS thrilled with it. But I shouldn't have to scrounge!
There is absolutely no doubt in my mind that if Gap Inc. was to make a real effort at drawing them in, the plus size female could become their best friend and their biggest spender.
As it is, I believe Gap Inc. has an important decision to make: pull their plus size line, or make it so fabulous that no discerning plus size customer would go anywhere else to suit their style needs.
I genuinely hope someone takes the time to consider this, and I thank Gap Inc. for the time.
Sincerely,
Dear Brittney,
Thank you for your email regarding Old Navy's plus line.
While we are eliminating the plus line from some Old Navy stores, we
are
not discontinuing this line of merchandise, and we apologize for any
misinformation you may have received. The Old Navy plus line will
remain available at select stores and online at oldnavy.com. For a
complete listing of Old Navy stores that offer plus sizes, simply
access
the store locater tool on our Web site at the address listed below.
http://www.oldnavy.com/customerService/storeLocator.do
The decision to close a department within a store is always difficult;
however, we are committed to continuing to serve our customers and we
invite you to shop our plus line at another nearby location or online
at
oldnavy.com.
Sincerely,
Matthew
Customer Service Consultant
Man, what a cop out.