3/4/2023 0 Comments Image plus clothingTarget is very definite about plus size being inclusive, with plus size mannequins next to regular size mannequins. This concept is clearly explained by the words of Target’s CEO Jane Hali who said: “Plus size customer does not want to be separated at brick and mortar. Therefore, inclusive shops, both brick and mortar as well as online, focus on offering the same shopping experience to every customer, regardless of their size. An inclusive sizing philosophy guarantees a fun and pleasant shopping experience for all individuals, even when friends of different sizes shop together. This is not the type of shopping experience that customers want to have. As if to say that these customers are different and need to be separated from everybody else. It is not a secret that in brick and mortar stores, plus-size sections are often relegated to hidden corners or less accessible areas. This discrimination has been reinforced by the shopping experience, the commercials and the marketing materials provided by many brands. While at the same time, not forgetting customers who fall into the categories of petite, junior, and small.Īnother factor that is attached to the plus-size issue is the discrimination that comes with the term “plus” itself. For a brand to be inclusive it means they would cater to the needs of customers that are a size 24 or greater. ![]() Therefore, referring to these sizes as “plus” is no longer current. Currently, the average American woman wears a size 16 or 18. These examples show that when a brand embraces the inclusive-sizing evolution, they must avoid being labeled as “fake inclusion.” To avoid this labeling, it is important to understand some of the factors that make a brand inclusive and make inclusivity a company philosophy.įirst of all, inclusivity goes beyond size 18. It is a good step in the right direction, but definitely not enough. This shows that a clothing selection of up to size 18 is not considered truly inclusive by the plus-size community. Even though this was a definite improvement from its previous sizing options, the plus-size community has not reacted kindly toward Nasty Gal, with some customers accusing the brand “of jumping on a bandwagon they don’t actually care about.” Similar reactions have been experienced by brands like TopShop and Express when they extended their sizing options to size 18. Noteworthy, is what happened to the online retailer Nasty Gal when it announced the launch of its first extended size collection, ranging from size 0 through 18. Inclusive sizing is a company philosophy that must be embraced. This is already being done by many fashion brands, although not to the customer’s complete satisfaction. Inclusive sizing is more than simply producing extended ranges in size. In turn, this opens new market opportunities across geographies and countries, target audiences (men, women, children), and product segments. New inclusive sizing labels are emerging, and established brands are slowly adapting to this new trend. Besides the important cultural and social changes that this evolution is bringing about, the inclusive size market is a new horizon for high fashion. One that gives everybody the same opportunity to be themselves. The inclusive sizing concept is now breaking these barriers and introducing a new approach to the special-size segment. Similar issues have been faced by all special size customers, which includes plus, petite, junior, and tall sizes. In fact, statistics show that the size sold most frequently is not size 10, but rather size 14 through 18. Size 10 models look great on a fashion catwalk and billboards, but they portray the image of a woman that doesn’t exist. On the other hand, what is termed “real” fashion has promoted a stereotypical image of women that didn’t resonate with the vast majority of them. With bright colors, stripes, flowers, and fancy fabrics mostly banned and with the garments being loosely cut to disguise the form, plus-sized women have always found it difficult to accentuate their beauty. In addition to being difficult to find, plus-sizes have hardly allowed women the opportunity to look sexy, fun, or glamorous. The plus-size market has never been exactly what people think of when they think of fashion, glamour, and trendy clothing. They are testimonials of the ongoing evolution in the fashion industry that is moving toward an inclusive sizing concept. Ashley Graham, Chloe Marshall, Jennie Runk, and Tara Lynn are just some of the plus-size models showing up on the covers of magazines.
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