A recent report on women's plus size retail

Monday, February 9, 2009 by Doug Edwards
From time to time we reach out to the marketplace to confirm some of the facts we have about our canadian plus women's business and to validate intended  directions on enriching our product and service offerings.
As a niche retailer to the canadian population of plus women (and the anticipated US plus women's community with our online selling site) we continuously strive to add more value and enhance each and every plus sized women's fashion choices.
 A US report that I just read validates many of our short term and long term directions but also initiates new questions on the shopping behaviours and the most important values customers look for before "assigning" their loyalty to a store or a plus sized brand.

Quotes from report
Quote #1 :"The older in age a plus woman is the more loyal to one brand she is versus the younger plus shoppers shops more stores to find her plus fashion needs."
  • This confirms some of the differences between our Addition Elle and Penningtons brands.

Quote #2: "Nearly 60% of plus size shoppers agree that most plus size clothing is not cut  to fit their shape and about half say they compensate by buying clothes that are too big in order to fit certain parts of their bodies."
  • We have experienced teams of technical designers and fit technicians that spend many hours with one mission to ensure our fits in our plus tops and our plus bottoms and our lingerie meets the needs and the "curves" of plus women across canada. I think we do a very good job but your comments will verify that. I hope our customers are not leaving with "good enough" fitting clothing.
  • We are not sitting on our laurels. We are working with an outside firm to validate all of our fits this spring with the expectation that we will only serve every plus body type better in the future.
Quote # 3 "A solid majority of all plus size shoppers in ALL age groups agree that most retailers fall short in addressing the needs of full-figured women, and the plus shopping experience leaves much to be desired."
  • To be honest this is not what we hear from our loyal customers. I would appreciate any candid feedback.
Quote #4 " The plus size undergarment market (bras and panties) suffers from similar issues as the plus size clothing market as respondents were calling for greater selection. But on balance, the plus size women suggested the shopping  challenges for bras and panties are not as great as they are for clothing."
  • I understand this answer noting that for undergarments specifically bras there are more choices of stores that a plus woman can find her size. But it has been reported that 70% of women (regular and plus) wear the wrong sized bra.
  • As a specialty plus women's retailer we train our sales ladies  in bra fitting. You should drop in to your nearest Penningtons or Addition Elle store. It's free!
Quote #5 " Plus size teens indicated a greater frustration and dissatisfaction with the plus size offerings and the shopping experience." 
  • 6 years back we understood there was this gap. Younger plus women were being under served. At that time we developed and introduced a line called MXM directly focused on the trendy styling needs of the 18 through 25 age group. We carry the brand within all of our Penningtons and Addition Elle stores. It would be nice to hear back if we have addressed the fashion needs of the plus size teens of Canada. 
     

Comments for A recent report on women's plus size retail

Saturday, February 14, 2009 by alison:
I find these blog comments do not address the problems found by this "US report." Many of your responses only repeat past developments or choices made by the Penningtons/Addition Elle/MXM conglomerate, rather than address how they are being incorporated into the stores' future lines. You are indeed resting on your laurels, in this case. To assume that what your "loyal customers" are telling you is representative of the entire plus size market in Canada is foolish and shortsighted. To be honest, those women who are filling out your in-store or online surveys are those who have had a good experience, and are willing to take the time for a store they enjoy. There is no mechanism or effort made to reach out to those women who are unsatisfied with the stores' offerings. We want to know that if we hate a particular shirt, or the cut of MXM jeans, and tell the company so, that it some changes or consideration might actually be apparent in the next line or so. At present, there is an overwhelming feeling amongst my plus-size friends of being "stuck" with whatever the Addition Elle/Penningtons/MXM people trot out each season. We have few comparably cheap options, and feel trapped with what you present to us each summer, fall, winter, and spring. In addition, I would like to address quote #5, that plus size teens are indicating greater frustration and dissatisfaction with the plus size offerings in-store. I would extend this statement to include those 18-30, who feel the line lacks options to support their lifestyle. Yes, you've got MXM, yes, it's better than most of what's out there. But take a look at Torrid, or Evans UK - they've got a HUGE range of clothing, with new arrivals often to suit a variety of tastes. Are we really meant to accept that every plus size young woman will be happy with the same line of 3 jeans, 6 tops, 2 jackets, and a new belt every season? The MXM line isn't on trend, it tends to be about one year behind other major retailers, which limits the number of items I'm willing to buy. How hard is it to realise that if other stores like Zara, H&M, and even Old Navy are selling something, that plus-size young women will want it too? I'm not advocating copying their designs, but incorporating obviously desirable details (ie: fringe, nude shades, frills, and 1950s chic for spring 2009). We'd like to have similar options as our smaller friends, not be stuck with a pink vest sewn to a grey tshirt because someone at MXM decided plus size girls can't coordinate separates. More options, closer to the trends we see in People Style Watch, Glamour, and on the runways. Not that I expect this response to have any impact... Finally - why is this blog hidden away on the MXM site? Why aren't people on the MXM mailing list being sent this for feedback? If you really want to know what we want, and how you can improve your brand to suit our needs, then you have to come to us. Times are tough, and you have to earn my dollars with good designs, quality construction, and fine materials.
Wednesday, February 18, 2009 by Linda Williamson:
Please, please...stop putting pockets on the back of pants. It make large size rear ends look larger. We would like a nice smooth look!! Also, large, older women, like their upper arms covered!

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