A couple of months ago, I went to Athleta to purchase a white, organic cotton top to wear over my tights for yoga. On the way out I picked up a copy of their newest catalog. At home, I browsed through the catalog, only to find all the women were young, thin, and buff. So I wrote a letter about no older women or larger women being featured, and this is the reply from Gap Inc., the parent company.
Here are some excerpts from the letter, which thanks me first for my letter about my concern for organics as well as my comments about their models as only thin and young:
“At Athleta, we believe that every woman is beautiful, regardless of age or size, and it is our hope and intention that this is reflected in our brand culture as well as our marketing materials. ” (The catalog is not representational of this.)….
“As a brand, our intentions have always been to celebrate diversity in our marketing and champion people for who they are. (The website does not reflect this.) Please know that I have shared your valuable feedback with our marketing teams so even more amazing women of all ages and sizes can be featured in our catalogs and other marketing avenues. (Not so far!)
“…we want you to know that we take feedback from our customers to heart. ” (We’ll see!)..
From Christine @ Customer Relations
The next time I go to Athleta or The Gap I will check to see if the new catalog reflects any of this, but I’m not holding my breath! In the meantime, I am sending the link to the woman who wrote me the letter.