Mainstreaming the plus-sized consumer

From a recent RetailWire discussion, here is my comment about whether some apparel chains continue to turn away larger consumers (and their dollars) for a variety of reasons:

It’s apparent from comments by a few thoughtless CEOs (A&F and Lululemon come to mind) that their own personal discomfort with plus-sized customers is affecting their assortment decisions. The same thought process seemed to happen at JCP during the Ron Johnson era, when the company made a sharp turn toward younger/thinner customers as part of its repositioning strategy. (And we know how that worked out.) Meanwhile, consumers continue to get older, more ethnically diverse and — yes — heavier. Any apparel retailers aiming at a broad demographic target ignore this trend at their own risk.


0 Responses to “Mainstreaming the plus-sized consumer”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s


%d bloggers like this: