Promoting plus-size fashion


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Posted by Emily on June 02, 2005 at 19:55:38:

This is an interesting article suggesting ways of promoting plus-size fashion. It is nominally about a lingerie line, but I think the information is useful for any company in the industry, big or small. It really focusses on the importance of raising awareness and visiblity.

Some quotes:

"the plus-size market is certainly one of the fastest-growing sectors of the women's ready-to-wear industry, experts say."

"Your job will be to educate reluctant buyers about the sales potential for your product line. 'Statistics abound as to the percentage of American women who wear a size 14 or larger, so you need to remind the buyers how much business they're missing,' Graham says."

"Another marketing idea is to display sample products in a context, emphasizing that they fill a void in the store's offerings. If your products are luxurious, Graham suggests, display them alongside competitive items that are functional, but homely. 'Then ask the buyer, "If you were going out for a special romantic dinner, which would you rather be wearing?"'"

"Sharon J. Berman, principal of Berbay Corp., a Los Angeles-based marketing consultancy, suggests taking that a step further, in hopes of generating some free publicity. 'Pitch the idea of putting on a plus-size intimate apparel fashion show,' she says. 'It may not be the first, but it's at the stage where it's still attention-getting.' And that attention might be just want your company needs."

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