J.Jill launches body-inclusive initiative in-store, online

J.Jill is democratizing the shopping experience with price parity across all sizes.

The women’s apparel retailer has launched a new initiative, “Welcome Everybody,” online and in-store that celebrates the “totality of all women.” In addition to price parity, it includes offering clothing in a very wide range of sizes and the merger of J.Jill’s missy and women’s size presentations to provide one, size-integrated shopping destination. In-store, styles will now be available in sizes XS-2X and 0-20. Online, styles will continue to be offered in sizes XS-4X and 0-28.

The assortment will also continue to feature a range of product offerings in petite and tall to support the growth and consumer need within the categories.

The initiative also includes showcasing models and influencers across a range of sizes and body types so that each customer can see someone like herself in a variety of style options, the company said. The welcoming, size-inclusive message will be featured across all J.Jill touchpoints – including store signage, catalogues, digital ads and direct mail.

During the last year, J.Jill said it set out to better understand what women want from fashion and the shopping experience.

“Women told us loud and clear – ‘everyone looks good in different styles. Show me clothing that fits my body, my preferences, and my lifestyle,’” said CEO and president Claire Spofford, who has led a turnaround at J.Jill. “These women know who they are and what they’re looking for: thoughtful designs that reflect their individuality and desire to have an impact and joy in life.  “As a brand historically committed to celebrating the totality of women, we knew we were uniquely positioned to build a retail experience that’s fully aligned with her needs.”

Spofford added that the Welcome Everybody initiative reflects J.Jill’s company-wide approach to modernizing its value proposition, introducing new customers to its “relevant and compelling” products and clearly communicating “the significant offerings we have in this space.”

J. Jill, which operates 249 stores nationwide, showed strong top- and bottom-line growth in its first quarter, with a 21% increase in sales.

[Read More: J.Jill swings to the black in Q1; sales rise 22%]