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The plus size fashion market is worth nearly $ 30 billion in the US alone. But as brands expand marketing rhetoric and imagery to include a wider range of body types, many companies still fail to serve the consumer with a larger size.
On the latest episode of The BoF Podcast, Chief Correspondent Lauren Sherman speaks to Marie Denee, creator and editor-in-chief of The curvy fashionista, Alexandra Waldman, co-founder and creative director of Universal Standard and BoF’s senior editorial associate Alexandra Mondalek on the right way to make plus size fashion.
Plus-size customers want one thing: choice. Too often they are sifted through limited sequences that give a limited picture of how they should dress. “Give us the same range,” said Denee, adding that brands need to unlearn what the industry has to offer to larger size consumers.
Lazy marketing that combines the body’s language of positivity without serving really big clients is also a problem. “We need to learn to talk to a consumer who has not only been ignored but belittled … it’s an emotional minefield,” said Waldman. “Body positivity is a personal journey.”
Companies also need to invest in plus sizes, take the time and spend the money on a perfect fit, style and branding. “You have to be guided by the change and not by the money,” explains Waldman.
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