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05/03/2022

Old Navy tops lists of consumers’ favorite ‘fitting’ brands

Marianne Wilson
Editor-in-Chief
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Old Navy ranked as the best-fitting brand overall among all consumers in a survey by True Fit.

U.S. retailers took four of the five top spots in a global survey of the best-fitting brands.

Old Navy ranked No.1 among all consumers, followed by H&M, Nike, Levi’s and American Eagle, according to a shopper survey by True Fit, which helps apparel and footwear retailers optimize fit guidance online.

Among U.S. consumers specifically, the top five spots were nearly identical: Old Navy, Nike, American Eagle, Levi’s and Gap. (See end of article for U.S. consumers’ top 15 fit brands.)

Gap-owned Old Navy has evolved its retail offering, the report noted, opting for a more inclusive approach by extending its sizes to include plus-sizes across its entire women’s apparel range. In-store merchandising of extended sizes will be on the same rails as its standard-sized lines, while its website has aimed for less size segmentation to give fluid buying

“We believe the future of sizing is label-free where shoppers no longer need to be guided to the menswear, womenswear, plus, juniors or petites department,” said Jessica Murphy, co-Founder and COO at True Fit.” Shoppers want to feel understood by brands and fit is the single most important connection the brand can make from first purchase. Brands that get the size and fit experience right with their customers will earn long-term loyalty.”

In other findings from True Fit’s Favorite Fitting Brands Report, Nike is the No. 1 brand in the footwear category, followed by Adidas, New Balance, Skechers and Converse.

True Fit’s U.S. Consumers Favorite Fit Awards
1. Old Navy

2. Nike

3. American Eagle

4. Levi’s

5. Gap

6. H&M

7. Banana Republic

8. J. Crew

9. Calvin Klein

10. Under Armour

11. Loft

12. Adidas

13. Lands End

14. Zara

15. Lane Bryant

The True Fit platform consists of footwear, apparel and consumer data, representing 17,000 brands and more than 82 million active members. Its dataset is organized and connected to streamline the buying experience, drive loyalty with shoppers and deliver insights and data services to retailers.