With over 68% of American women wearing plus sizes, there’s no denying how widespread (and underserved) this market is but, as plus-size initiatives continue to fall short, there seems to be a disconnect between brand and consumer.
. Second, at the hands of poor marketing. And third, because of an obscene amount of time pressure to perform quickly. She places Old Navy in the latter group: “The reality is that [something like this] takes time, and that’s where it seems to have come apart.” Garnering a loyal fanbase of plus-size customers will take more than a campaign moment. In fact, it requires a movement.
That’s precisely how plus-size fashion was started back in the 1900s. “Plus [category] grew from grassroots up, not from top down,” says Denee. While early pioneers like Lane Bryant launched in 1904, it would take until the late 1990s for these brands to become household names with loyal followings.
“Brands want to be able to kind of make big statements,” Boujarwah says. “And I think that's partially because they feel like that's what their customers want to hear. [But] in the desire to wait until there's something very big to announce, we miss so many other opportunities for progress.”She adds, “In a world where it's all or nothing, too often, the outcome ends up being nothing. Because ‘all’ is just too hard.”, which has also prioritized extended sizes over the past year.
That step-by-step process allows a brand more time to build out a customer base that previously didn’t exist while maintaining its existing customer base. “It’s most efficient to focus on customers you have rather than try to build new ones,” says Micki Krimmel, founder and CEO of size-inclusive brand
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