Old Navy Wants To Solve A Major Bugbear Of Female Shoppers By Selling More Dresses With Pockets, As It Looks For Creative Ways To Boost Sales
© Courtesy of Old Navy Old Navy's new dresses. Courtesy of Old NavyOld Navy says its doubling the number of dresses with pockets in its new collection, which could be a way to bolster sales for the apparel brand.
The retailer says it plans to feature even more dresses with pockets in future collections, "answering the rallying cry from women everywhere to provide pocket parity in their clothes," the company said in a statement announcing the news.
The company, which is owned by Gap Inc, has added a filter on its website so that you can search specifically for dresses with pockets – although when used by Insider it returned some results that didn't appear to have pockets.
Old Navy, which accounts for more than half of Gap Inc's total sales, has seen sales fall in recent years. Net global sales for the brand fell around 9% to $8.2 billion in the year to January.
The company attributed the drop in sales to inventory delays caused by supply-chain disruptions as well as size and assortment imbalances. Gap Inc said in its fourth-quarter earnings release in March that reduced demand from lower-income shoppers – hit by inflation and rising prices – had also made a dent on its sales.
While pockets in women's trousers, jackets, and cardigans are largely the norm in the US, pockets with dresses are another story. Various videos posted on TikTok show people's excitement at discovering pockets in dresses they've bought.
Retailers often make a point of explicitly showing that their dresses have pockets by using images of models with their hands in their pockets. An Abercrombie dress with concealed shorts and pockets gained huge traction when it was put on sale last year, and some fashion magazines publish lists of dresses with pockets.
"Many women have complained about the lack of pockets on dresses so Gap is sensible to respond to this demand," GlobalData Retail managing director Neil Saunders told Insider.
"However, adding pockets is not a solution for all of Old Navy's woes – which run much deeper than the absence of pockets. There is a lot of work to do around styles, availability, inspiration, and the freshness of the range," he added.
Saunders also noted that adding pockets will increase manufacturing costs.
"Given that prices are so inflationary right now, Old Navy may have taken the view that the additional cost of adding pockets can simply be passed on as part of a general price hike and that since it adds value to the product it will help consumers accept a more expensive product," he added.
Old Navy did not immediately respond to Insider's request for comment asking how many dresses it currently sells that contain pockets.
The omission of pockets from women's clothing has a long and sexist history, with women historically having to use tie-on pockets wrapped around their bodies or pouches attached to their belts instead. A 1905 article, published in The New York Times described the inclusion of pockets as a "supremacy" of men's clothing.
Pockets in items of clothing have since become more commonplace for women, though it comes in waves as fashions change: The Washington Post reported that designers sometimes cut back on pockets to create a leaner silhouette.
"Men have pockets to keep things in, women for decoration," Christian Dior said in 1954.
The Chic Maxi Dresses That Make Transitional Fashion A Breeze
Maxi dresses are the key to transitional dressing.When it comes to transitional dressing, you'll be hard-pressed to find an item of clothing better equipped for the situation than a maxi dress. It's not always easy figuring out what to wear during these in-between months, but you simply can't go wrong with a classic maxi. These long frocks are ideal for steamy summer days, crisp springtime moments, brisk fall moments and everything in between; it's all about how you style the look.
You can accessorize with a leather jacket and ankle boots when it's cooler out, or pair it with sandals and a straw bag, depending on the weather. When it comes to transitional dressing, a maxi dress is a true powerhouse, and we especially love that the sartorial staple is one of those pieces that you can seamlessly dress up or down, which is a key component of any item in a quality capsule wardrobe. There are casual daytime maxis and dressier long frocks, all of which you'll find yourself turning to year after year.
Whether you're attending a summertime cocktail fête, getting dressed for a day of errands, heading out with friends or just struggling over how to clothe yourself for that return to the office, there's a maxi dress that's perfect for the occasion. Below, see the best maxi dresses to shop now that make transitional dressing an absolute breeze.
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We love a good smocked dress, like this ruffled black long-sleeve number that's sure to be on repeat in your transitional season wardrobe. The fitted bodice seamlessly flows out into a tiered skirt, for a flattering and versatile look.
$495, Shop NowThis pretty floral maxi dress is everything you'd want from a silky frock; you can wear it more casually or as a special occasion ensemble (it's wedding guest season, after all), depending on how you accessorize. The blue and red print on this ruffle maxi dress is a more unexpected color scheme than the traditional pink florals, for a fun twist on the look.
$865, Shop NowA long-sleeved knit maxi is a minimalist dressing powerhouse.
$99.99, Shop NowWhile a shapeless floor-length frocks can look more casual, unflattering and even a touch sloppy, there's no chance of that with this elegant sky blue chiffon short-sleeve maxi dress. The ladylike silhouette, complete with lace accents on the sleeves and neckline, is perfection, and the belted waist adds structure to the pleated skirt. You can dress this up with strappy sandals and a clutch for evening, or wear it with flats during the day.
$615, Shop NowThis crisp, cotton spaghetti-strap maxi is the perfect fabrication and silhouette for warm days, while the earth tones and longer length ensure it's just as appropriate for spring and autumn.
$228, Shop NowNo wardrobe is complete without a breezy floral maxi, like this adorable purple dress from Ba&sh, complete with feminine short flutter sleeves and a flattering belted waist.
$595, Shop NowTry out a more bohemian vibe in this flowy printed long-sleeve maxi dress, which has plenty of tassels and ruffles, as well as the prettiest tiered skirt.
$330, Shop NowThis flowing navy v-neck maxi dress hits all the right marks for either a fancy affair or a casual day out; put on a pair of heels for a more elegant fête, or accessorize with flats or sandals and keep it more low-key.
$420, Shop NowLean into the spring atmosphere with this long-sleeve floral maxi, which has a high stand collar and a removable beaded belt.
$950, Shop NowThis chic shirred maxi is at the top of our current add-to-cart list. You can wear it either strapless or with the thin spaghetti straps as a halter neck, and the olive green hue is perfect for transitional times of year.
$1,290, Shop NowOf course cool girl French brand Courrèges is behind the ultimate knit maxi dress. This cream-colored sleeveless frock has a subtle cutout at the high neckline and an elevated bodycon silhouette—it's a lesson in perfecting minimalism.
$675, Shop NowThis effortless tiered maxi dress is equal parts whimsical and put-together, with a square neck and charming bow straps.
$310, Shop NowGo all in on the prairie dress aesthetic with this long-sleeved smocked maxi.
$129, Shop NowEmbrace a full cottagecore vibes in this lovely floral puff-sleeve frock, which has a flowy skirt and cinched smocked waist. The three quarter sleeve length is perfect for when you want more coverage on your arms without going full long-sleeves, for a chic garden party aesthetic.
$514, Shop NowInstead of the usual long-sleeve or tank iterations, consider a romantic floral off-the-shoulder maxi dress, like this gorgeous frock from Agua by Agua Bendita.
$780, Shop NowWhile Poupette is perhaps most closely associated with their chic beachwear, the brand also has plenty of pieces that are just as suitable for everyday or an evening out, even if you're not on a beachy getaway. This delicate A-line spaghetti strap dress has a wide v-neck and flowing tassels, for a breezy, effortless feel.
$450, Shop NowKim Kardashian's Skims is known for their flattering shapewear, but the brand also makes great everyday staple looks, like this body-hugging, lightweight slip dress. It's no surprise the versatile frock is a best-seller for the brand, and it's also plus size-inclusive, with a range from XXS to 4X.
$78, Shop NowReformation is a go-to for everyday spring and summer dresses, but the sustainably-focused brand also offers plenty of dressier frocks and cocktail dresses for special occasions, like this sleek gown, with a subtle cowl scoop neck.
$448, Shop NowThis sleeveless floral print maxi has a relaxed but flattering silhouette, with a v-neckline and subtle cutouts around the bodice. It's so versatile and easy to throw on; wear it as a breezy sundress during warmer months, or add a denim jacket or leather topper when it's cooler out.
$340, Shop NowGivenchy Women's RTW Fall 2023
Fall 2023 marked Matthew M. Williams' best Givenchy collection yet — not a home run, but a very approachable version of tough chic, with all the sharp edges softened, right down to the plush pumps.
Recall that the American designer's first volley at the brand was hardware, with hefty padlocks replacing buttons on sleek, minimalist jackets, and sometimes weighing down handbags. Baseball caps came in leather with little devil horns.
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Yet here were lustrous cashmeres and soigné tuxedo satins carved into coats with bathrobe sleeves, prominent but sloping shoulders, gently defined waists, and dramatic box pleats fanning out behind. There were flowing silks for blouses with long ties drifting to the floor, or sheer dresses in near fluorescent colors.
"Everything has an ease to it. You know, it still has a strong shoulder and silhouette, but you can just throw it on," he explained backstage. "There's a comfort to the double-face cashmere. And lots of different body types can wear these silhouettes."
When Williams arrived at Givenchy in 2020, mid-pandemic, he inherited coed formats, and was obliged to start with showroom presentations and look books. It was only last June that he finally uncoupled his shows, and that seems to have unlocked something in him. His fall 2023 men's show was solid, and this one followed suit, a fuller showcase of tailoring, daywear, layering-heavy streetwear, and also couture-caliber eveningwear.
"We've always had this product in the stores," he said. "I always say it's so beautiful that this brand has all these elements to play with. But to get it all into one show and have it feel concise is always a challenge."
Williams cited no specific theme, plucking flower and fish prints from the 1970s and 1980s, the time of founder Hubert de Givenchy, and interpreting them in different fabrics and body-skimming dresses.
He didn't highlight any new hardware this time, but pointed to a new top-handled handbag that appeared approximately the size and texture of a border terrier. "We're calling it the Ugly bag because it's so ugly, it's beautiful. I love what's ugly about it," he said with a chuckle. "It looks like a little animal that's going to speak to you."
Launch Gallery: Givenchy RTW Fall 2023
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Originally published March 2, 2023, 2:10 PM
