LAURA CORCORAN
Last week, Addition Elle stores across
So visit Addition Elle's website to watch fashion come to life at your favorite plus size retailer. You'll also find new arrivals in our Spring assortment of plus size tops, lingerie, activewear & capris.
And on February 3rd see our plant, and our collection, in full bloom, You'll be pleasantly surprised!
"I've always felt it was my mission to expand the narrow perceptions of beauty," says Banks. She tries to "challenge industry and universal standards" by "celebrating non-traditional beauty" and stressing the importance of inner beauty.
The criteria? Contestants must wear size 12 to 20, be between thirteen and nineteen, 5'9" or taller, oh, and American.
That's OK, Canadian full figure women had their opportunity last year during Canada's Plus Size model search :), sponsored by Penningtons, Addition Elle & MXM along with Specs Model Agency & Lou Lou Magazine. You've seen the finalists featured in our Fall advertising campaigns.
Tyra's finalists & the grand prize winner will be announced on her talk show early March.
If done well, this search may help plus size teens uncover their inner beauty and encourage impressionable, curvy girls to realize that a fit, healthy size 16 is as stunning as a size 6.
We'll be watching....
An update on the Jessica Biffi collections, exclusive to Addition Elle & MXM. The collections will launch at Toronto’s LG Fashion Week in March, and will be available in select stores across Canada starting April 1st, 2010. You'll also be able to shop these hot new styles online at 1 Plus in April.
“Although very diverse, each collection includes a thread of similarity including elements of gold detailing and embellishments, and my signature feminine draping and pleats with touches of tailoring,” says Jessica Biffi. “The Jessica Biffi for Addition Elle, features contemporary, sophisticated styling; clean, simple lines with pops of brilliant colour, and a phoenix-inspired, graphic feather print. At the other end of the spectrum and in keeping with its cool, trendy image, the MXM collection, Bold Biffi for MXM, is hip, youthful, and exotic – inspired by the culture, colours, embellishments, and traditional clothing of evocative countries such as India and Morocco", says Jessica.
voluptuous bras and 
matching panties to cover your curves in a variety of prints, trims and colors that will make you feel like a V.I.P.
colors, a variety of prints like this 
'key to my heart' and vivacious animal instincts 
all VERY sexy. 
Remember Jessica Biffi? She was the second place winner of last season's Project Runway Canada, and we followed and celebrated her creativity & success.
Now she is working with Addition Elle and MXM to develop two signature collections of plus size fashion that will premiere in select stores in April 2010.
"It's a dream come true" she said as she jet setted in to Montreal to put some finishing touches on her styles. Jessica's design signature style includes pleating, surface detail, draping & clean lines. We're looking forward to the big "reveal" soon, stay tuned for more details.
Living the Brand – with our Dynamic Casual Buying Department
Brands represent the sum of all valuable qualities of a product to the consumer. There are many intangibles involved in business, intangibles left wholly from the income statement and balance sheet which determine how a business is perceived. The learned skill of a knowledge worker, the type of facing, the type of stitch: all may be without an 'accounting cost' but for those who truly know the product, the difference is incomparable.
Failing to recognize these assets that a business, any business, can create and maintain will set an enterprise at a serious disadvantage. To get a sense of what a brand is, just stop and think like a customer.
Addition Elle Brand Ambassador, Josie Fasciano is spotlighting the teams who are 'dedicated to enhancing the image of plus size women' each week.
SPOTLIGHT of the WEEK: Addition Elle's CASUAL BUYING DEPARTMENT
Meet Addition Elle’s Casual Buying Department – a group of talented, dynamic and detailed oriented people. Buyers, supported by their Assistants and Merchandising Assistants, work very hard to develop the best casual products that our customers would fall in love with. As a team they analyse, develop, seek, modify, try-on, test, review… they do everything they can to offer the best of the best! They take their role seriously. They listen and care about our customers’ needs. You will be amazed by the casual products in our stores… Make sure you visit our stores for spring 2010!
or 
Love & Sexy girl? 
in several color combinations, along with thongs, full & high cut briefs.
just what you are looking for... in their Femme Fatale boyshort, or cotton briefs with lace trim. 
Looking to make a cute statement this Valentine's day? Express your true love in this soft pink thong.... 
George Cloony did not disappoint his fans, signing autographs in the rain at the Golden Globes. I'm not star struck, but do love to see what the stars are wearing, or not wearing, all in the name of 
Fashion Research :) 
Amber Riley, part of the cast of this season's 
Speaking of skin, this may be the time to expose a little, inviting the illusion of Spring into your mindset. Opt for
It's time to beat the winter blues ladies --- pop up your full figure outfits up with color and start counting down (how many days?) to Spring!
Addition Elle Brand Ambassador, Josie Fasciano is spotlighting the teams who are 'dedicated to enhancing the image of plus size women' each week.
SPOTLIGHT of the WEEK: Addition Elle's CUSTOMER SERVICE DEPARTMENT
This small team handles four of the Reitman brands and three online stores.
Baring in mind that a customer who receives bad service will most like tell 10 people versus a good experience being passed on to 1 or 2 people, this department manages with efficiency and professionalism to respond to an average of over 12,000 inquiries per month within 24 hours.
They not only represent the company but also represent the customers and will always resolve issue with evenhandedness to both the customer and the company.
A quick stroll through the department and it’s easy to see that the team really enjoys what they do and when you like what you do it ceases being work. Kudos to a group of people who are relentless in their work to make our customers feel valued and delighted!
There are plenty of definitions of brands and branding. Some people think it is a logo, advertising, packaging, or the name of the product and service they buy. In fact, it is all of these things and more. To get a sense of what a brand is, just stop and think like a customer.
Addition Elle Brand Ambassador, Josie Fasciano is spotlighting the teams who are 'dedicated to enhancing the image of plus size women' each week.
SPOTLIGHT of the WEEK: Addition Elle's CAREER BUYING DEPARTMENT
The Career merchandising team travels the world and is constantly researching, looking for current fashion ideas that they can then interpret for the full figure customer. Think of them as your personal shoppers. Working hand in hand with the design & technical departments to provide comfortable, stylish pieces that not only enhance the image of the plus size woman, but answer the “what to wear?” question everyday. “Our work is exciting, creative, and ever changing, and we love every minute of it”.
The teams at Addition Elle, Penningtons & MXM put the finishing touches on our Summer collections, and have started working up our Fall 2010 programs.
We're a little fragmented at this time of year....flipping from Boxing Week sale event plans to Summer 2010 photo shoot concepts, while reviewing our Holiday styles to see what our customers loved, and what was not as successful.
It was an interesting year, and we are ready to forge ahead into 2010. Can you believe it? seems like the new millenium was just a couple of years ago.
Thanks to our teams, from home office to the 'front lines', for living the mission every day.
A special thank you to our customers for your continued support, your comments and for constantly challening us to continue to make full figure fashion fashionable. We love your confidence and your sense of style!
Happy Holidays. And whatever you celebrate, remember to celebrate your curves, drop by Boxing Week to check out the exceptional savings at your favorite plus size fashion destinations.
Untill next year!
Laura
You met Addition Elle's lingerie team yesterday in our branding blog. Here's a peek at what they've been up to for the holidays.
The last thing to wrap up is your curves, starting with stunning plus size lingerie.
Branding allows a company to differentiate themselves from the competition and, in the process, to bond with their customers to create loyalty. A satisfied customer may leave, a loyal one is much more likely to stay.
Addition Elle Brand Ambassador, Josie Fasciano is spotlighting the teams who are 'dedicated to enhancing the image of plus size women' each week.
SPOTLIGHT of the WEEK: Addition Elle's LINGERIE/SLEEPWEAR BUYING DEPARTMENT
The Lingerie Department works hard for our customers to provide the best possible options when it comes to comfort, fit and quality; always keeping pretty and feminine styling in mind. They know that dressing well "from the inside out" helps our customers look great and feel confident. The goal in sleepwear is to offer various themes and colors stories to suit all our customers’ different taste levels.
The Lingerie team is "passionate about what we do and dedicated to enhancing the natural beauty of our AE customers!"
Brands need to provide customers with a consistent, compelling experience and everyone associated with the brand must understand its key dimensions in order to deliver this consistent experience.
Addition Elle Brand Ambassador, Josie Fasciano is spotlighting the teams who are 'dedicated to enhancing the image of plus size women' each week.
SPOTLIGHT of the WEEK: Addition Elle's DESIGN DEPARTMENT
Working with the buyers, the design team translates ideas, interprets trends and develops designs, prints and styles.
Their passion, dedication, creativity and talent are visble in the artwork created to enhance the image of a plus size women.
They love what they do, " But what is more important is that our customers will love the product we have created. This is our mission and that’s what fuels our passion."
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