‘Traditional retailers won’t carry our assortment’: Why plus-size brands are favoring the DTC model
Posted on February 29 2020
Plus-size and extended-size fashion brands are launching by the droves, no thanks to wholesale partners. Rather than retailers’ buy-in, the direct-to-consumer model’s proven success is giving brand founders the go-ahead.
While many major retailers have finally extended their plus-size offerings beyond size 14, the number of items offered in the category is consistently less than the number of those in the standard range. Nordstrom’s private-label brands like Halogen and Caslon cover sizes up to 28, Macy’s carries a selection of brands up to 24W, and Neiman Marcus caps out at a size 24 with small amount of formalwear extending to 26 and 28. But Macy’s, for example, has over 6,000 tops in standard sizes and just over 2,000 for plus, which starts at size 12. And it has more than 1,000 denim styles for standard but just 352 in plus. The average U.S. women’s dress size is now 14 to 16, per Statista.By Katie Richards Read the rest at glossy