What Happened to BODEQUALITY (Old Navy initiative)?

Old Navy launched its ambitious BODEQUALITY initiative on August 20, 2021, with the stated goal of revolutionizing the shopping experience for women by offering every one of its styles in sizes 0-30 (XS-4X) at price parity across all its 1,200+ stores and online platforms. This meant eliminating separate 'plus size' sections, integrating all sizes on the sales floor, and using diverse mannequins and models (sizes 4, 12, and 18) to showcase clothing. The initiative was the culmination of years of research, including body scans of 389 women, fit clinics, and extensive customer feedback, aiming to ensure a consistent and comfortable fit across all sizes.

Initially, BODEQUALITY was met with widespread praise for its commitment to size inclusivity and its potential to democratize fashion. Old Navy invested heavily in redesigning its fit processes, supply chain, and store layouts, and launched a robust marketing campaign featuring actress Aidy Bryant. The campaign aimed to foster a sense of belonging for all shoppers, a significant departure from traditional retail practices that often segregated or ignored plus-size customers.

However, less than a year after its launch, BODEQUALITY encountered significant operational and financial difficulties. By May 2022, Gap Inc., Old Navy's parent company, reported that the initiative had led to substantial inventory imbalances. Old Navy had over-planned larger sizes and under-planned intermediate sizes, resulting in an excess of very small and very large items that sat unsold, while popular middle sizes were frequently out of stock. This mismatch frustrated customers and forced the brand to implement aggressive discounts, severely eroding sales and profit margins.

The negative financial impact was considerable, contributing to Gap Inc. reporting a loss in the first quarter of fiscal year 2022. In response to these challenges, Nancy Green, the Old Navy President and CEO who spearheaded BODEQUALITY, stepped down in April 2022. Gap Inc. CEO Sonia Syngal publicly acknowledged that BODEQUALITY had been "launched too broadly and too quickly." Consequently, Old Navy announced a scaling back of the in-store program, removing extended sizes from 75 U.S. stores and 15 Canadian stores, though maintaining the full size range online and in the majority (over 90%) of its remaining stores.

As of September 2026, Old Navy continues to offer inclusive sizing, particularly online, and the core principle of price parity remains. However, the explicit "BODEQUALITY" campaign has largely faded from prominent marketing, reflecting the adjustments made after the initial rollout issues. Old Navy's overall financial performance remains a concern for Gap Inc. The second quarter of fiscal 2026 (ending August 1, 2026) saw Old Navy's comparable sales decline by 4%, attributed to weaker demand for women's seasonal clothing and reduced customer traffic. In a move to address ongoing challenges, Gap Inc. announced in August 2026 that Michael Francis would take over as President and CEO of Old Navy, effective November 2, 2026, signaling a continued effort to revitalize the brand's performance. While BODEQUALITY's initial execution faced hurdles, its legacy of pushing for broader size inclusivity in mainstream retail continues to influence Old Navy's offerings.