So, brands, I ask you this: Will you continue to use an outdated marketing model or adapt to the new consumer mindset and reap the rewards?~ Ben Barry op-ed in Elle Canada

Before I go in, let me set the stage for you. This is a long, informative post, so grab your coffee, turn down the TV and read on.  Imagine this:

• What if the staid industry norms and advertising techniques used to attract, motivate, and inspire women to make a purchase NO LONGER MATTER.
• What if new statistics emerged within Northern America that show that using a monolith model, white and size 2, NO LONGER ONLY INSPIRE.

Plus size bloggers and magazines have LONG been calling out designer and brands on this. Contrary to traditional fashion marketing belief, Ben Barry has found that women will buy fashion when models convey a realistic, attainable image and make them feel confident.

Say What?

Meet Ben Barry of the Canadian Ben Barry Agency. In pursuance of his PhD, Ben Barry recognized that while the impact of models on body image has been studied, very little research has been conducted upon how models—depending on their size, age and race—influence purchasing decisions.

ABSOLUTELY BRILLIANT! You would think though, that rather rely upon long-established and terribly outdated industry norms to guide their casting decisions, marketers, brands, retailers would use or conduct some kind of research on this!  HA! Well, enter in Mr. Barry who wanted to challenge those norms to see if there was a business case to support a more diversified approach and shares his findings in Elle Canada.

And Guess what He FOUND OUT?

Thanks to Ben Barry all of those above IFS are finally proven to be TRUE! But for us plus size women, we already KNEW this… but having new research and findings? YES! With 2000 women, sizes 2-18, age and ethnically diverse, this two phase study looked at both purchase intentions and the reasons behind those. I mean if you care about your bottom line and running shop, let me tell you what Ben Barry’s findings reveal:

Phase 1:

Looking at models who had similar and dissimilar sizes, ages and races to themselves, each woman was randomly shown two of eight possible ads where the models might have reflected some of their traits, all of their traits or none of their traits.

“I found that Canadian and American women increased purchase intentions for fashion products advertised by models who reflected their own demographics: age, size and—for non-Caucasians—race.” ~Ben Barry

For those over a size6, women increased their purchase intentions by a dramatic 300 percent* when they saw curvier models. Conversely, when women saw models who didn’t reflect their size, they decreased their purchase intentions by 60 percent, and women over size 6 dropped their purchase intentions by 76 percent.

Phase 2:

Why did women increase purchase intentions when models looked like them? The women shared that  they could better picture themselves in the dress advertised by similar models. GO FIGURE.

According to Ben Barry, “They could imagine how the dress would flatter their shape, how the aesthetic would suit their age and how the colors would complement their complexion.”  And for those idealized models? “… Their insecurity didn’t translate to purchase intentions as the industry hopes; it actually turned them off the product.”

His Conclusion?

“The women in my research want models—regardless of size or age—to inspire them with glamour, artistry and creativity.”

Basically, models should reflect the same size and age ranges of the brands target market. Ben Barry smartly deduces, It’s clearly in a brand’s financial interest to create samples in a few sizes to reflect the diversity of their consumers.

The underlying message is that fashion needs to sell aspiration, but it is NOT a standardized model’s age, size or race that is aspirational; it is the clothes, styling and creative direction of the shoot.

Why this matters? And how this affects the Plus Size Industry…

Far too many department stores, designers, and retailers have made decisions, assumptions, and choices based upon BAD and outdated information. For example, if a division in your department store, plus sizes, is not selling through, chances are the plus size consumer is not being spoken OR catered to.

To the online retailers that insist on using a size 6, 8, or 10 and label her as plus size AND the modeling agencies that force feed these 6, 8, 10, and 12 models down the retailers throats, please know that you are only hurting yourself and your business.

This means that YOU the businesses that cater to or are interested in selling to US, the plus size woman- please know we need MORE from you! We have voices now and speak up and out on what we like.

Understand this:

• No, selling plus size will not dilute your brand.
• No, using a size 8 model will NOT effectively sell your clothes to plus size women.
• No, hiding the plus size brands in a corner, not merchandised, unsigned, and poorly attended to, will NOT sell the clothes.
• No, using marketing people who are uninformed about TODAY’s plus size woman will help you understand her.

What will help your bottom line?

• The first step is admitting you have an opportunity here…
• Finding out who YOUR plus size shopper is and listening to her.
• Finding out who she is and what she likes. Just like the straight size woman, there is junior, contemporary, high end designer, fast fashion plus size shoppers. There is new market segmentation!
• Read the plus size blogs to see what is trending.
• Data mine (READ BEN BARRY’s ARTICLE!), hire the industry professionals who know the business. They are there!
• Commit to the plus size woman and make the changes we so hungrily need you to do!

I am stepping off my soapbox now, but I encourage everyone to head over to Ben Barry’s article and read, share, tweet, and comment on this piece! The fact that ELLE Canada backed him up in his findings already speaks volumes! You can also give Ben a shoutout on Twitter too! @BenBarryAgency is his Twitter!

But I want to know your thoughts. Are you as excited about this as I am? How do these new findings and research make you feel?

All images of models from Ben Barry’s Board

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The Kick Off for the 6th annual West Hollywood Women’s Leadership Conference: Unlimited Opportunities- Knowledge. Power. Community

I am going to be on the panel for the West Hollywood Women’s Leadership Conference! The City of West Hollywood showing an exclusive screening of the award-winning film Miss Representation; a documentary that explores women’s under-representation in positions of power and influence in America.  Have you seen Miss Representation?  This film challenges the limited portrayal of women in mainstream media and is a MUST SEE for every woman!

After this exclusive screening, the Sundance Channel will give a special preview of the new series Push Girls!

But this is just the beginning!

The post screening discussion will feature a lively panel with special guests Bonnie Bruckheimer, Film & Television Producer (Beaches, Divine Secrets of the Ya-Ya Sisterhood) and Women’s Media Advocate; Sarah Barnett, Executive Vice President and General Manager, Sundance Channel;  Pamela O’Leary Executive Director of the Public Leadership Education Network; ME!  Marie Denee, Blogger and Creator of the Curvy Fashionista; and  Elline Lipkin, Scholar, Author of Girl Studies and Ms.Blogger. The panel will be moderated by Bonnie Abaunza, a human rights activist, manager of Philanthropic Giving, and from the Hans Zimmer Company.

A dessert reception sponsored by The Coffee Bean & Tea Leaf will follow the discussion.  This kickoff event is FREE and OPEN TO THE PUBLIC.

BUT you have to RSVP HERE to attend!

Want to know more about the Women’s Leadership Conference?

The WEHO Women’s Leadership conference takes place on Saturday and you can register and find out more information here!

 Will I see you there?

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Because living as a plus size woman, not every day is a confident one. For some, yes, but for others, we know not where to begin or which side is up. When I caught wind of Alissa’s post from Stylish Curves, I had to share with those of you who struggle with their body image and confidence. Because it is not something you magically wake up with and something you work on, I thought I would share with you ladies five great ways to boost up your confidence and body image…

Hey Curvy Girls All Over The World,
I feel like there is so much negativity when it comes to plus size women taking a stand and saying I love my body. It’s as if the world likes us better when we are sitting at home crying our eyes out because some outdated BMI says that we are overweight or obese. The world would rather have us be ashamed of our fat instead of embracing it. I’m here to tell you today if you are a plus size woman who hasn’t accepted your body or only takes pictures from the neck up, then it’s time to stop and get real with yourself. It’s time to start loving your plus size body….

Please continue reading at Stylish Curves

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Nothing feels better than taking a stand, posing a question, or positively affecting change or thought. Such is the case when Plus Model Magazine released its January 2012 issue and posed this question:

Plus Size Bodies, What is Wrong With Them Anyway?

From there, the post went viral!

Accompanying this question were facts and stats that backed up and begged for this question to be asked- challenging the status quo both within and outside of the plus size community. Facts such as:

• ·Twenty years ago the average fashion model weighed 8% less than the average woman. Today, she weighs 23% less.
• ·Ten years ago plus-size models averaged between size 12 and 18. Today the need for size diversity within the plus-size modeling industry continues to be questioned. The majority of plus-size models on agency boards are between a size 6 and 14, while the customers continue to express their dissatisfaction.

Did they pay attention? You bet! Asides from the physically striking images that make you stop and stare, FOX News, The Gloss, Fashionista, Daily Mail UK, Fashion Foie Gras, Styleite, and most recently, ABC World News with Diane Sawyer took note and wondered the same thing, so they asked Maddy (Editor in Chief of Plus Model Mag) for an interview on TV! SCORE!

But this is why it matters:

Within the plus size community we have been asking for, questioning why, however anytime that plus size fashion has caused a mainstream stir has usually been because of how fabulous a model is on a fashion mag and then the conversation stops there. What Plus Model Magazine did was smart. Posed provoking images coupled with stats and opened the door for dialogue on their terms!

For the likes of these magazines above to share and attempt to answer or question this same point is quite refreshing because the dialogue and conversation is now no longer insulated, it forces people to think and ask themselves questions that oftentimes never applied to them.

Am I imagining a world shift and immediate results? NO, I am not that naïve, however I am excited to see where this conversation continues to go and what changes could become the result of this! As long as we continue to stand up, speak out, and engage the audiences change can happen! THAT I do believe!

But, in the meantime, check out the Plus Model Magazine interview and feature on ABC World News!

Q. What say you? What are your thoughts about this and the attention this question is getting? Do you have an answer to this question begged?

This just in: PLUS Model Magazine on Entertainment Tonight TONIGHT to talk to Editor-in-Chief, Madeline Jones about the story “Plus Size Bodies, What is Wrong With Them Anyway?” on CBS 7:30PM EST/7pm PST check local listings for time in your area.

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My heart is heavy. Part of me is pissed, the other half of me is deeply saddened.

I have observed, through my blogging career a few types of plus size women:

• ·Those who love their curves, embrace them, and ooze confidence
• ·Those who are timid, curious, unsure and learning their way around the fashion scene

And then we have

• ·The plus size women who hate themselves and project their own self hatred onto others
• ·And then we those who foster this self loathing, negative spewing, and self destructive madness to happen.

Please bear with me, as I am quite impassioned and livid about this.

This is not the first time this has happened, NOT the first time THIS brand has allowed such a negative light to shine on plus size self expression, without stepping in and holding themselves or anyone else accountable… 

Torrid Fashion, I am talking to you. The women who so openly bash and tear down women who love their curves, take fashion risks, and step out of their box and ooze confidence- I am talking to you.

But before I go there, I share this:

Everyone will not like everything someone wears, and this is okay. I know a few who have dismissed my personal boho laidback lifestyle and this is okay. To each their own.

BUT, I do have an issue when a brand features or shares a post of a plus size woman on their site, wearing their clothes, and opens the gates of destructive criticisms without moderating the comments. I do have an issue with plus size women tearing down (I mean this) a woman who chooses to express herself with confidence and moxie.

These are a few of the comments that were left on the page:

“WTF is that hot mess wearing?! Oh no honey she looks like a freakin super hero but thanks for the laugh!!”

Anybody having a Willy Wonka flash back? “You’re turning violet, Violet!”

Nipple is supposed to be mid way between shoulder and elbow… Undergarments are failing in this outfit. Belt needs to be wayyyyy thicker it’s getting lost. And I think it’s important to honestly critique an outfit because we may be saving someone from making the same tragic mistakes! #operationsaveahoe

Moo

Ppl who dress like that are asking for negative comments.. She might as well wear a bikini

What can you expect from Jersey white trash whose fav show is Family Guy? The dress looks great

shes not gorgeous shes obese and incredibly unhealthy looking. Find me a doctor that will say shes healthy –being unhealthy isn’t being a good role model. I’m in no way thin but this is not good.

I do not know who to be madder at, Torrid or the women sharing these comments!

Everyone has the right to their opinion, yes- HOWEVER…

Torrid has some MAJOR responsibility in this as well, like I said, this is not the first time they have featured someone on their page and let the commenters go to task on the woman featured. I am all for sharing someone’s self expression, but to not check those women whose comments can be destructive and ugly? I do not get it. What if this woman was fragile and read the comments and was affected by this negatively? Bullies are bullies and fostering an environment to allow this kind of behavior is despicable. Plain and simple.

AND the fact that few of the commenters asked Torrid where their moderation was? All for some damned page hits and visits?

When.will.this.stop? While we cannot control those women who do not love themselves and project their own self loathing onto others, we can hold the companies accountable for fostering this type of environment for this.

Torrid. Get.it.Together.

AND on another note, Tiffany from On the Fatwalk and Tiffany from Fat Shop a Holic, keep working it out and doing your thing. I commend you for taking risks, playing with looks that express your personal style and bringing a uniqueness to plus size fashion.

**steps off my soapbox**

Please share your thoughts…  

***UPDATE***

Torrid issued an apology and adressed the issue:  

Ladies,

We regularly share and repost blog posts and pics of fabulous women wearing our clothes and accessories. We do this in order to show off our clothes on real women with a variety of styles and points of view. What is extremely disappointing to us is that some people take this as an opportunity to viciously tear other fashionistas apart. People are by all means entitled to their own fashion opinion, but personal attacks are not welcome on our social sites. Our Facebook page is meant to be a place to share and discover fashion.

Thank You,
The Torrid Team

Thank you again…

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from Shai at Converting Me

You know that awkward moment between when you press ‘play’ and when the music starts?

I’m in that moment when I overhear a man say that “smart women aren’t fat…”

Those four words struck a chord in me that I haven’t been able to escape the reverberations.

 Seriously.

What does that mean?

Smart women aren’t fat?

I, as a women who is fat believe myself to be of reasonable intelligence.

No, I can’t expound on the principles of string theory at the drop of a hat or beat you about the head with all the events of the timeline of the Crimean War.

You want to start an in depth discussion about social-economic-political issues of the day – how many hours do you have?

I’ve turned those four words over in my head several times and I still can’t infer a meaning that makes sense to me out of it.

Did the man mean that smart women are more attuned to the needs of the body? Does it mean that smart women know the benefits of exercise and good nutrition? Does it mean that smart women marry rich men and can afford personal trainers and nutritionists? Does it mean that smart women understand the benefits of looking good or being good looking in a visual male society?

Does it mean that someone meets me and automatically subtracts 20, 30, 50 points from my IQ before they hold a conversation with me?

To continue reading, please visit Converting Me

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The 31 year old stylist, Trim Bashar Brown, opened his salon in his home after learning that some clients of size felt discriminated against in salons where slimmer women patronize as well.

Bashar told Daily Mail: ‘I’ve been a hairdresser for years. Increasingly, larger women were telling me how they hate going to the salon because they are filled with slim, glamorous women. For them, it feels the same as walking into a gym full of ultra-fit people. They feel like everyone is staring at them. I just thought – ‘this isn’t right!’ and decided to set up a salon where overweight people would feel comfortable.”

I don’t know about you but the salon isn’t like my fitting rooms. I don’t want to be segregated from the skinny chicks that are getting their hair done too. And I don’t feel uncomfortable when my curves ooze out of the salon chair. That’s the chair fault, LOL. It might be nice to add larger chairs and let the skinny girls swim in them?

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