Old Navy overhauls plus-size fashion line for women to win sales in $32 billion market

By Lauren Thomas

For American women, shopping for a stylish outfit in size 16 or above can be a hassle.

It can entail walking to a tiny corner tucked in the back of a store, or directing a web browser to a pint-sized section of a retailer’s website, where the models displayed may or may not be plus-sized. Or, it could involve shopping from brands entirely different from where a woman’s thinner friends shop. Although more women than ever are searching for extended sizes, the choices can be frustratingly limited.

Old Navy is looking to seize this opportunity. And part of the retailer’s strategy will involve breaking down some of the barriers that have existed for years.

Old Navy will soon offer sizes 0-28 and XS-4X for all of its women’s styles in its stores, and up to size 30 online. On its website, the Gap Inc.-owned brand will create a single destination for all women’s clothing. Models will appear in sizes four, 12 and 18.

Read more here.

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