Old Navy

juillet 29, 2022

Brand taps into customer feedback to simplify jean buying with new online Denim Fit Guide

Today Old Navy revealed an easier way to pick the perfect pair of jeans, with the brand’s new online Denim Fit Guide. This online experience breaks down Old Navy's legendary women’s denim offering and bridges the online and in-store shopping experience. The brand, which has long been committed to the democracy of style and service and is known for its iconic jeans, such as The Rockstar, recognized that finding the right pair of jeans wasn’t always enjoyable for customers. After doing in-depth research on the most common pain points, the value retailer learned customers wanted an easy way of understanding styles, and most importantly how it would fit their body.

Denim Expertise and New Shopping Experience 

Old Navy has spent years investing in its fit process to ensure products fit and flatter bodies of many shapes and sizes. Every denim design detail - from fabric, pocket proportions and placement, waistband pitch and ankle tapers, has been thought out to ensure consistency in fit and aesthetic across styles and sizes. The brand has always offered a wide assortment of denim, and this launch marks their largest women’s denim offering – with over 20 different styles, 15 different leg shapes, five rises, four stretch levels and over 150 washes in sizes 00-30.

The new online Denim Fit Guide will simplify the jean shopping experience so customers can find the right fit for them. Whether it's a brand staple, such as the Rockstar Super-Skinny, OG Straight (aka the mom jean) or Boyfriend Straight; or newer trending styles like OG Loose, Flare, Wide Leg or Balloon. The online experience, available to customers in the United States and Canada starting today, will take the confusion out of jean shopping with a:

  • “Compare All The Fits” Tool that easily breaks down the different styles with visuals, descriptions and product differences
  • Rise Guide that shows where Low Rise, Mid Rise, High Rise, Extra High Rise and Higher High Rise will fall on the waist across different sizes (4, 12 and 18)
  • Stretch Guide with explanations for non-stretch/rigid, low stretch, medium stretch and high stretch
  • Feature dedicated to customer reviews and photos, as well as a highlight of trending styles
  • Sustainability information section, like the fact that 100 percent of Old Navy’s denim is made with water-saving techniques

Once customers find what they're looking for, whether it’s a style or certain rise, they can directly shop from the page which is available on desktop and mobile. The online experience will extend in-store with similar matching visuals to guide customers in finding the right fit for them, as well as access to a QR code on the store's Denim Menu that gives shoppers easy access to the site: OldNavy.com/DenimFitGuide. Old Navy store employees also go through a special Jean Boss training, that includes employee fit sessions, so that they can help customers navigate Old Navy’s denim offering and find the right fit for them no matter if they’re a long-term loyalist or a new customer.

“We’re thrilled to offer a denim omni experience like this at a value price point that will provide ease for our customers so they can find the perfect fit for them faster. We also see this as great opportunity to streamline the jean buying process overall and minimize customer returns,” said Eric Long, Vice President of Global Ecommerce Operations and Production Teams at Old Navy. “We look forward to continuing to simplify the shopping experience as we evolve our offering across the whole family.” 

Continuing to Bring Value to Our Customers
Knowing denim is a wardrobe staple for both kids and their parents and that families continue to battle inflationary market pressures; the brand is evolving its “Price ON-Lock" initiative, launched earlier this year. The brand will freeze denim prices through the end of September, reinforcing Old Navy’s commitment to bring accessible and affordable fashion to families everywhere. Additionally, this weekend only (July 30 and July 31), the retailer will be offering 50 percent off jeans in store and online for the whole family.

“Written by the Internet” Campaign: Denim Edition
The next version of Old Navy’s co-created customer campaign is here, created in partnership with The Martin Agency. This time it stars the brand’s amazing women’s fashion and denim assortment enhanced with fan’s comments about Old Navy jeans from the internet. This is the fourth installment of the brand’s collaborative creative concept which is scripted entirely by social media comments.

Customers can shop Old Navy's denim at any of our 1,200 stores, online at OldNavy.com or on the Old Navy app.

About Old Navy
Old Navy is a global apparel and accessories brand that makes current American essentials accessible to every family. Originated in 1994, the brand celebrates the democracy of style through on-trend, playfully optimistic, affordable and high-quality products. A division of San Francisco-based Gap Inc. (NYSE: GPS), Old Navy brings a fun, energizing shopping environment to its customers in more than 1,200 stores around the world. For more information, please visit www.oldnavy.com.

Kelsey Varwig




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