Old Navy set out to make clothes shopping more inclusive for women of all body types. 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.
The stumbles at Old Navy are a problem for its parent, Gap Inc. GPS -3.34%▼ The chain accounts for the majority of the company’s sales and profits and helps prop up the weaker Gap and Banana Republic brands. It also shows the challenges of producing a wide range of sizes that have led some brands to stop carrying plus-sizes.
Read the full article here: Old Navy Made Clothing Sizes for Everyone. It Backfired. – WSJ