One retailer is adjusting to the new demographics of America by launching an online brand that caters to plus-sized women.
The company found through research that those shoppers struggled to find fashionable clothes, according to Anne Connell, who helped design the branding strategy.
While more than 50 percent of women in the United States are plus size, that type of clothing only makes up 19 percent of sales, Connell said in an interview with Media Post News.
The retailer’s mission is to market fashionable and trendy clothing options to a demographic that is often ignored by the fashion industry. For example, clothing for plus-sized women is usually black simply because it’s considered slimming.
Connell said that the brand is designed with five different body types in mind. Plus-sized women aren’t all apple- or pear-shaped as many might believe, she noted.
The brand launched online to generate buzz via social media and bloggers. So far it’s going well despite not having regular advertising, according to Connell.
Brick-and-mortar stores are planned soon. Beyond just clothing, shoppers can expect to see plenty of jewelry. That’s because plus-sized women like to buy lots of accessories to make a complete outfit, Connell said.
This is all an example of a retailer understanding customer demand and catering to the market. Other retailers would be wise to use this as a blueprint for branding strategies.
Source: Media Post News, February 2012