Women know how difficult it is to shop for clothes of specific sizes. Plus-size clothing, in particular, can be a burden to find in store racks. Not only are the sizes limited, but they also can come in tacky designs. With that said, it is safe to declare that there is a stigma that comes with plus-size apparel or even the plus-size genre in general. So in a response to these issues, one major outlet in the United States is stepping up to change the way we see plus-size clothing.
Meijer to Integrate Plus-Size Clothing on Store Racks
A plus-size section in a clothing store is a common sight around the country. In fact, major fashion brands such as Forever 21, Mango, and Old Navy welcome plus-size clothing with open arms. But Meijer, a chain of superstores based in Michigan, is scraping their plus-size departments and integrating them into racks that hold designs for smaller sizes, meaning customers will no longer see a plus-size range, instead they can head over to the women’s section, which carries sizes ranging from XS to XXXL.
Other than this being an effort to be more inclusive, Meijer is looking to push for a new marketing strategy that focuses more on trends rather than size. The practice has already been applied in 15 stores since last June, and Meijer is planning to roll it out to all 230 outlets by early 2017.
Peter Whitsett, the company’s EVP of Merchandising and Marketing, said in a statement:
“Over the past few years, we’ve placed an increased focus on bringing more on-trend, affordable apparel to our customers. This fresh approach to shopping represents a continuation of that commitment, giving our customers the trends they’re looking for, regardless of what size they wear.”
In addition to this exciting news, Meijer states that they will implement equal pricing to all sizes. It comes as a response to a controversy that shrouded retailer Old Navy years ago. The GAP subsidiary found itself in hot water after a customer pointed out that women’s plus-size clothing costs more than that of men. While production cost was a major factor behind this controversy, Meijer chooses to continue rolling out equal pricing for all women’s apparel.
Market research firm NPD Group stated that two-thirds of women in America consider themselves to be “special size,” and teenagers in particular are demanding for more plus clothing options. So what will be the impact of Meijer’s bold move to these numbers? Well, the decision seems to be sitting well with consumers on social media, with users praising the company for its effort to be more inclusive. Hopefully, other major players in the retail industry will provide even more options in the future.