The Impact on Customer Experience?
As a result of the lack of suitable options, shopping can be an unpleasant or downright traumatic experience for those who do not fit the traditional mold. According to Marie Denee, Publisher of the Curvy Fashionista blog, the feeling in the plus-size community is that stores are embarrassed by them and do not want to serve them, as evidenced by the fact that larger sizes are often only stocked online and not in store. As Denee said:
“It’s like you’re dating us in the dark. Yeah, we can put you on our website, but we don’t want you in our stores.”
The brands that do get it right reap the benefits almost immediately. For example, when Khloe Kardashian and Emma Grede launched Good American, their size-inclusive clothing line, they sold $1 million in jeans on the first day. All they had to do was directly address the needs of the market – they focused on removing the stigma and going on the assumption that one doesn’t need to be a size 4 in order to want to wear clothes that look and feel good.