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Attention First. Usability Second.

Photo by Jazmin Quaynor via Unsplash

Last updated on July 25, 2022

Many consumer products have been introduced in ways never seen before. The range in sizes in clothing, as well as the adoption of new colors in makeup to match different skin tones, have both increased with demands for diversity. However, despite companies following through with the public opinion, the feedback has been very negative as the products seem to have been launched with impractical options. 

People demand diversity in consumer products because everyone has a different size in body and preference in color. Everyone wishes to find products that are their perfect match. 

For instance, recently, the popular brand Old Navy released women’s clothing ranging from sizes 0 to 30 and XS to 4X. The brand interviewed hundreds of women about their bodies and went through hundreds of tests to prepare for this big step in the industry. Nevertheless, when the products got launched, Old Navy lost sales and faced a situation where middle-sized products were out of stock. 

Old Navy conducted their research and development of the new sizing based on data from NCHS, stating that the average weight of women (age 20 and over) as of 2016 was 170.8 pounds. It also took into account that the current average size U.S. women wore was Size 16 to 18. So why is the public response (relevant to the decline in sales) not good?

The release of the newly planned sizes faced slight complications due to the COVID-19 pandemic. But, if so, why didn’t they want to postpone the launch? For now, we wouldn’t know, but, this situation is really letting the world know that corporations care more about publicity than actual results when it comes to inclusivity.

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