As market trends prove the increasing demand for inclusive sizing-- buyers can expect to shop on-trend collections that feature extended size ranges from brands at MAGIC Las Vegas this August. As highlighted in the Trend Checklist from our SS23 Young Contemporary Trend Toolkit, “Provide design solutions for consumers from all sections of society by backing volume-drivers with a broader size assortment. This will benefit the plus-size market and genderless design.” Our August show promises incredible brands with extended sizing to shop, as well as styling and merchandising that will inspire retailers and customers alike in this growing category. Below we hear from Rachel Richardson, Plus-Size Style Influencer and Founder of Lovely in LA, Nicole Lee Hooper, Sales Representative and Trade Show Coordintaor for M.Rena, Kim Meek, Vice President of Merchandising for Dry Goods, and Wendy Bendoni, Fashion Industry Forecaster.
Pictured Above: Rachel Richardson, Plus-Size Style Influencer and Founder, Lovely in LA
VISIBILITY + CONNECTION
For retailers that are looking to enter the extended size market this season, plus-size style influencer and founder of Lovely in LA, Rachel Richardson, encourages a strong start to grow customer confidence and loyalty. She elaborates, “being able to walk into a store and find clothes that fit, and offering a variety of styles instead of just a few, makes the customer feel seen.” Richardson also shares advice for brands that are also looking to enter the extended-size market, especially identifying an opportunity for trend and contemporary brand offerings in this segment. “Brands should go beyond merely producing clothing in a range of sizes --they need to connect personally with the extended size consumer and let them know they are … understood and important.”
Even before product, MAGIC’s commitment to recognizing the diversity of its community is reflected in every aspect of the show. “Inclusivity is extremely important,” notes Don Pietranczyk, VP, Experience + Education, Informa Markets Fashion. “Using mannequins of all sizes is not for optics but rather to reflect every body that walks our floors and shops our brands. It’s important that our customers see themselves represented. There is strength and pride in visibility.”
CONFIDENCE THROUGH COMFORT
The championing of inclusivity allows for brands to authentically demonstrate to their consumers that a collection’s customer profile is aligned with their values, and not to a body type. “We celebrate every shape that makes up a woman’s body,” notes Nicole Lee Hooper, Sales Representative and Trade Show Coordinator, M. Rena. “During the design process, M.Rena has a variety of body types in mind… allowing women of all shapes and sizes to enjoy the comfort and luxury found in [our brand].
Image by Boom Boom Jeans
Finding confidence through comfort is key, and the best brands offering extended sizing seamlessly merge top trend styling with thoughtful design details knowing that one fit is not for all. “Going forward, it’s all about body positivity and feeling good about who YOU are,” says Denice Wright, Creative Director of Boom Boom Jeans. She notes that especially with the emerging Gen Z customer, the desire for style is high, but so is the attention to fit. “In terms of denim, we work in fabrications with stretch and recovery that work across the board. But for plus-size, we’ve done construction on waistbands, dedicated to a curvy fit, to eliminate the gaping. We try to cater to those body types, versus on the premium denim side where fit was more straight and cookie cutter. Really, we just have to be very aware of body type, what complements her figure, what feels good to her.”
Best-practice executions of inclusive merchandising are not just designed by brands as a singular point of view across size categories, but also bought by retailers in a meaningful and seamless integration of the same trends and merchandise. “We hope to be able to offer a very similar assortment to our extended size customer as we do our standard size customer,” says Kim Meek, Vice President of Merchandising, Dry Goods. “Although the selection may be smaller overall it will still represent all the must have items for the season.”
BUILDING COMMUNITIES
The success of extended sizing lives not just in the product, but also in the partnerships between brands and retailers, as well as the customers. Fashion industry forecaster Wendy Bendoni compares merchandising these collections to the user experience of a website: “Make it clear. The companies that do, and that embrace the plus size audience keep their businesses successful through constant storytelling. You can feel they care.” She also recommends critical partnerships with best-at brands that know the plus size business. “MAGIC will give you great brands to connect with, that is what going to the show is all about. Partner with a brand that has mastered the fit, that has built up a clientele, and in this partnership they’ll tell their audience where to find their product, and you’ve won.” Discover more brands that offer inclusive sizing at MAGIC Las Vegas.
Image by M.Rena
Image by Unique Vintage
Image by L'atiste
Sampling of brands participating in MAGIC Las Vegas who offer extended sizing:
Blu Pepper, Dippin Daisys, Dreamgirl International, LATTELOVE, Lolita, Lost + Wander, Mikarose, Mono B, Pearlle, and Rae Mode.
Register now to check out these brands and more at of MAGIC Las Vegas.
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