Building A Well-Fitting Wardrobe by the Month

A growing number of fashion designers and celebrity-backed fashion labels have been doing deals in the plus- and extended-size market in the past year and a half, many of them for the first time. One popular strategy is to partner with a subscription box marketer specializing in this segment:

  • Betsy Johnson entered the plus-size market with Dia & Co., creating a capsule of five dresses featuring her signature prints and bright colors. The collection includes pieces priced under $100, in sizes 14 to 24.
  • Jason Wu paired with Eloquii for his first full plus-size collection. (He had worked with Stitch Fix on previous subscription collections and with luxury retailer 11 Honoré on a few plus-size pieces.) The focus was on holiday and party wear, in sizes 14 to 28.
  • Shoshanna Gruss teamed with Gwynnie Bee on C’est Nous by Shoshanna, a size-inclusive brand extension of her signature Shoshanna brand. The collection focused on casual and professional dresses.
  • Karl Lagerfeld Paris created its first plus-size collection with Stitch Fix, a generalist subscription box that has recently become known for its strength in both the plus-size and extended-sizing arenas. The initial foray encompassed 15 styles; it was followed by a second collection a few months later.
  • Activewear brand Day/Won, founded by plus-size model Candice Huffine, collaborated with Dia & Co., as did tennis player Venus Williams’ EleVen label. Together the two initiatives marked Dia’s entry into the activewear category.

While the frequency of collaborations between designers and plus-size subscription boxes has increased over the past 18 months, these are not the first such ventures. Dia & Co. has previously paired with Nanette Lepore, while Gwynnie Bee has worked with Rachel Antonoff and several others.

Designer and celebrity design labels’ use of subscription boxes to enter the plus-size sphere makes sense on many levels. Box marketers offer designers expertise in creating fashionable items that fit well, a combination that has historically been lacking in plus-size apparel. They give them access to a group of consumers who are actively looking for new styles and ready to purchase, and who may be new to the brand. And they serve as a mechanism to collect consumer feedback as the designers gain experience in a new category.

A reminder: Raugust Communications’ e-newsletter comes out tomorrow, Tuesday, July 16, 2019. The Licensing Topic of the Month focuses on the impact of tariffs and tariff threats on the licensing business, while the Datapoint research spotlight examines the types of licensing-related disputes that have resulted in lawsuits in recent years. If you are not a subscriber to this free monthly e-publication, you can sign up here.

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