Old Navy tops US consumers’ favorite fitting brands, True Fit data shows

Old Navy, Nike and American Eagle are among the United States’ favorite fitting brands according to the latest data from True Fit, the leading solution that helps apparel and footwear retailers optimize fit guidance online and drive confidence for shoppers.

True Fit’s Fashion Genome™, the world’s largest apparel and footwear dataset, connects preferences and attributes from 89 million active members to data across 17,000+ brands within its global network. True Fit’s shoppers selected Old Navy as their favorite fitting brand in 2022, followed by Nike, American Eagle, Levi’s and Gap, placing these brands in the top 5 fit in True Fit’s Favorite Fitting Brands Report.

Topping the poll, Gap-owned Old Navy has evolved its retail offering, opting for a more inclusive approach by extending its sizes in its women’s apparel lines, as demand for plus-size fashion rises in the U.S. It has committed to offering plus-sizes across its entire range. In-store merchandising of extended sizes will be on the same rails as its standard-sized lines, rather than encouraging shoppers to browse in a separate section of the store, while its website has aimed for less size segmentation to give fluid buying journeys to all shoppers, whichever size they wish to buy.

Size and fit is a critical element to driving brand discovery, purchase and ultimately loyalty online. True Fit’s high-fidelity fit recommendations give first-time shoppers the confidence to convert by building trust between consumers and brands.

Among the U.S.’ top 15 favorite fitting brands for 2022 were several new entrants from Direct To Consumer (D2C) brands, as retailers have sought to grow and optimize their owned, direct sales channels. Already a trend before the pandemic, the D2C imperative has been further accelerated as brands look to capitalize on the rapidly growing and sustained digital demand among fashion shoppers prompted by the pandemic.

This includes sportswear and athleisure brands, Nike and Adidas, who have leveraged digital as an enabler to create direct relationships with their customers, as well as American fashion favorite, Lands’ End, who topped the poll in 2021. Lands’ End’s Ecommerce Director, Jason Van Der Westhuizen, recently highlighted the importance in leveraging fit personalization to get to know its customers better and meet their digital-first demands, commenting: “We [need] to know more about each customer – even beyond Lands’ End – [so] each customer has an increasingly positive brand experience with us.” And that means “listening and responding to customer demands [to] expand and evolve our digital strategy,” he added.

Jessica Murphy, Co-Founder and COO at True Fit, noted: “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. 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.”

For further analysis and insight into the brands and retailers – across fashion and across categories - most rated across size and fit in the UK, EU and US, download the full Favorite Fitting Brands Report.

About True Fit

True Fit is the leading platform for apparel and footwear retailers to optimize fit guidance and drive confidence for their shoppers. It's platform consists of the broadest footwear, apparel and consumer data, representing 17,000 brands and more than 82 million active members. True Fit's dataset is organized and connected to streamline the buying experience, drive loyalty with shoppers and deliver insights and data services to retailers. TrueFit.com