Licensors’ interest in the “plus-size” segment of women’s fashion is evolving. Initially, the activity was focused simply on forging the first deals extending into the larger sizes of the women’s apparel range, which had long been ignored.
The category then began to transition to a more inclusive point of view, where licensors were lending their names to apparel lines that offered the same fashionable styles to the whole gamut of sizes, from 0 to 24 or more.
Most recently, licensing agreements covering the plus-size segment have tended to more overtly embrace the concept of body-positivity. Not only do brand, celebrity, and fashion licenses in the category address sizes above a 12, but the products and the associated marketing and publicity are more likely to promote a confident attitude, no matter a woman’s size.
For example, Glamour magazine partnered with retailer Lane Bryant on a collection of trendy fashion for sizes 12 and up, developed in conjunction with the magazine’s fashion director and one of its writers. The clothing will debut in 75 stores and online in September 2016. The alliance also features body-empowerment content, including videos and a special issue of the magazine. Glamour fashion editors will train Lane Bryant employees on how to better provide fashion advice to their customers.
Shape magazine also teamed with Lane Bryant on a body-positive campaign that includes custom content and sponsorship—with Lane Bryant supporting the publication’s Love My Shape program as well as the More/Shape women’s half marathon—although no licensed merchandise is involved at this point.
Meanwhile, on the celebrity front, more plus-size actresses, models, and fashion bloggers have launched apparel lines of late. Some of them are known as body-positivity activists and all have a reputation for being confident and happy as well as plus-sized.
Actresses Rebel Wilson and Melissa McCarthy both recently introduced their clothing brands, the former with Torrid and the latter with licensee Sunrise Brands under the name Seven7. McCarthy’s range debuted on HSN before moving to broader retail. Model Ashley Graham not long ago expanded her lingerie collection, launched with Canadian retailer Additional Elle in 2013, to the U.S. market through Nordstrom stores in two states. And blogger Nadia Aboulhosn worked with Addition Elle on the fall 2015 launch of her apparel line.
Fashion designers continue to dip their toes into the plus-size segment as well. Oleg Cassini recently paired with David’s Bridal for a line of wedding gowns in sizes 16 through 26, for instance. Fashion labels’ participation is still relatively rare and they are less likely than magazines or celebrities to highlight body empowerment.
The next frontier? Perhaps the “big and tall” men’s category. A recent rise in celebrity bloggers and models associated with this segment may signal potential for licensing, although few deals have come to light yet.
Raugust Communications’ May e-newsletter will be published tomorrow (May 17). The Licensing Trend of the Month highlights the various ways licensors and licensees are capitalizing on holidays throughout the year to spur merchandise sales. If you don’t receive this free publication, please subscribe here.
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