Denim is still a favorite amongst shoppers despite the recent rise in demand for loungewear, shows recent data by size and fit platform True FitThe data was culled from over 90 million active registered consumers while shopping across the platform’s network of retail partners between December 2020 and December 2021.
The survey report names, Bode quality, the omnichannel shopping experience launched by Old Navy in August 2021 as consumers’ favorite-fitting brand overall and consumers’ favorite-fitting brand in the U.S.
Bode quality provides consumers a more inclusive shopping experience online and in stores. The merchandising strategy is carried into Old Navy’s website, which has aimed for “less size segmentation to give fluid buying journeys to all shoppers, whichever size they wish to buy.”
True Fit stated that the retailer’s inclusive women’s size range (0-30 and XS-4X) arrives as demand for plus-size fashion rises in the U.S.
Old Navy’s new FitsYou 3-in-1 denim also addresses fit and size fluctuation, which has become a hotter topic as consumers order more online and update their closets to fit their post-pandemic bodies. The high-rise skinny jean is offered in sizes 0-00, 2-6, 8-12, 14-18, 20-24 and 26-30. Additional features include a contoured extra-high-rise waistband and “secret-smooth” front pockets that provide a slimming effect.
American Eagle, which did $2 billion in Q4 denim sales, ranked No. 3 in the U.S. Recent collections centered on loose fits, comfort stretch and authentic washes have drawn attention from older audiences outside of their comfort zone with a teen specialty retailer.
