» My Thoughts

New Research Squashes an Industry Norm- Plus Size Designers and Retailers Take Note!

Marie Denee — Mon, 14 May 2012 15:02:05 +0000

So, brands, I ask you this: Will you continue to use an outdated marketing model or adapt to the new consumer mindset and reap the rewards?~ Ben Barry op-ed in Elle Canada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 You would think though, that rather rely upon long-established and terribly outdated industry norms to guide their casting decisions, marketers, brands, retailers would use or conduct some kind of research on this!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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Do We, as Plus Size Women, Want Nice Things?

Marie Denee — Tue, 17 Apr 2012 17:02:02 +0000

Yesterday, I shared a picture on my facebook wall, which happened to be a fake. However, this is not what I am writing about today. I am writing about the conversation that ensued behind this picture and the conversation had me thinking…

In response to the picture:

“but realistically a bikini swimsuit is not a practical item for plus. While the model is still small for plus, size 10-12. Most of my plus sized 14-28 customers don’t even feel comfortable in short shorts. A tankini or a one piece would have been a little more practical sell” – A reader of the blog

In varied conversations that have spanned over two days, I have been having thoughts about this mindset, so much so that I even shared this convo on my personal page, when I got this:

“as a business owner she is right. Now if my clients ever asked for them I would supply. I think while we are trying to fight this stereotype of what the curvy girl would like to see in stores, we also have to push for self esteem.”

Mind you, both of these women own plus size shops and stores, honestly sharing their experiences in regards to plus size fashion and their personal experiences, all which raised a question for me, which I can imagine is somewhat rhetorical:

Do We, as Plus Size women, Really Want Nice Things?

As I said, this is a rhetorical one, as the most obvious question for me is a resounding YES.

HOWEVER, there are strings attached to that yes. In order for us to want and buy these nice things, a few things must happen (as they already are).

BRANDS, DESIGNERS, RETAILERS, in order to have a successful sell-through you have to get to know this woman. You cannot base prior failures or future concepts on past data, as the climate for plus size fashion has changed. The woman has changed. The demographic has evolved and changed. The plus size fashion industry has new sectors, in which women in each of these have new levels of expectations.

Plus Size women want Fashion.

Not watered down. Not covered up. Not bland tones and hues. She wants fashion.

She is not ONE woman. She is many.

Contemporary plus size, high end plus size, fast fashion, discount big box store; there is a different type of woman for each segment here and she wants to be spoken directly to in each segment. Don’t know who she is? Do a survey, dig up some research, hire consultants to help you understand what she wants and expects from you.

She loves the thrill of the find, just like every other woman- in store.

Relegating the plus size woman to only an online experience oftentimes severely diminishes her shopping experience and/or discourages her from stepping out of her fashion box.

You, the plus size boutique owner/designer/buyer must do better.

The plus size woman has smartened up and has a voice. You cannot half step in website design, styling, quality of merchandise, the size of your model, the value of your garments. There are a slew of other reasons why the plus size woman won’t shop at your store.

I for one, love nice things. I may be more laid back in my own personal style, but what I do rock is still “Nice” in the terms of higher quality fabrics, great fits and cuts, and wear. I know there are many more given the outcry and explosion of the blogs…

This feat takes a village mentality.

We all play a role in the successes (and failures) of plus size fashion. We all must put egos aside and take an educated, communicative, supportive role in this.

PLUS SIZE WOMEN- if you like something say it. If you do not like it, share WHY. The WHY is what the powers that be need to know to improve upon the next go round. If something is offensive, speak up! You have a voice and trust me, they are listening and reading! Educate yourselves about the designers or brands- their fit, cut, aesthetic, as they will vary and expectations are different at each level. Better sometimes also means investing more in yourself…

Okay…

While I could really write a dissertation about this, I want to know:

How you feel about this and I want to know your biggest gripe/ hesitation/frustration/love/happiness/tip you would share to make this better!

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What’s Going On Over Here at TCF

Marie Denee — Wed, 29 Feb 2012 16:38:41 +0000

It’s leap year yall! I hope your day goes off without a hitch! I thought I would take a moment to share with you some updates here to the blog and what you can expect going forward and some goodies!

Have you noticed that we have a fresher look?

A new theme to feature the latest news, plus size designers, and easier navigation throughout the site! You will see a few more links and banners, to aid in your fabulous shopping habit, and I am really excited to share with you that I have updated the Plus Size Designers and Retailers list! Now while this list is not the most complete of designers, they are a few whom I love and respect for what they do and it will get updated frequently!

Take a Peek Now!

Plus Size Designers and Retailers

As you know (or if you may not) I have invited a few fab lady bloggers and writers to the team to bring different perspectives and voices- as well as to keep up with the latest in plus size fashion across the globe!

Make sure you take a moment to say hi and read the latest from:

Ty- all things fashion week and our Fashion Blogger Friday Features!
Nyvia- events around town in LA and beauty!
Boombands- Fashion from an International Perspective!
Maiya- Around town in LA and shopping!

What does this mean?

More news, features, designers, reviews, all from a plus perspective! As promised and a personal challenge, I will do more outfit posts, reviews for your assistance, and more interaction!

Have a style question?
Want to see something addressed?
Looking for something specific?

Whatever you are looking for, please let us know so that we can give you what you need!

You can leave a comment below, send me an email, give me a tweet or leave a comment on the Facebook Page!

Oh, and asides from the places listed above, are you on Pinterest? Follow me! Over on Tumblr? You can catch my randomness as usual! Oh and You Tube too! I am over there!

Sound off! Let me know what you think!

Are you subscribed? Make sure you are, cause we have some really cool news to share over the next few weeks about the blog, events, and news within the plus size fashion community!Popular Posts:

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TCFturns3. Thank You. Three Years. A Party. Tears.

Marie Denee — Wed, 11 Jan 2012 19:45:54 +0000

***Happy Sigh***

How do I even recap this night?

I cried. Twice. Overwhelmed is an understatement. Humbled, grateful, blessed, elated, relieved, honored, and excited.

With the help of Chenese Lewis (for motivating me to go for it), Miss Dunnie O (who helped execute and plan it), Emile Ennis who captured the event on film and William Utley who shot the whole event, along with the love and support of Plus Model Magazine, this night was quite magical for me!

On Saturday, Jan. 7^th at Philippe Chow in West Hollywood, friends, readers, colleagues, and loved ones gathered together for a night of celebrating, drinking, fashion, and networking!

Guests arrived to a step and Repeat with title sponsors Queen Grace, Jill Alexander, L.A. Models+, and Lane Bryant on the backdrop to be interviewed by the ever so amazing Chenese Lewis! Rolling up to the event, my jaw dropped in disbelief as I questioned to my friends who all these ladies were standing outside. Surely, there was another event going on!

As I walked up in my D.Auxilly Dress, my Glitterrings ring, and my Just Fab Heels and Clutch, (all sponsored for my event) I felt like this was a dream. Not real. No way! Stepping inside, I was taken aback as I was only 30 ish minutes into 8 and the room was jam-packed! Friends from NY, Florida, The Bay Area , and all throughout southern California, immensely overwhelmed with emotions… I cried once.

Making it through the entire room and finally to the bar, I cried again. Seeing faces from Facebook, Twitter, my blog, and those I have been meaning to reconnect with was amazing! The night was spent celebrating, drinking (I had a fabulous signature drink called “The Curvy”), taking photos, and raffling off the fabulous door prizes from GHD, Temptu, Clarisonic, Triple H Experience, Sorella Swim, Rachel Pally, Just Fab, and Philippe Matignon Hosiery!

The guests took home fabulous gift bags sponsored by 365 Hangers, including fun items from Milani Cosmetics, Charlie’s Brownies, Queen Grace, Rachel Pally, Simply Be, Glitterrings, Philippe Matignon, Eden Jewelry, Purple Diva Designs, and Beautiful Curls!

Here are a few (of the 280+ photos) for you to take a gander at!

The Curvy Fashionista Turns 3 Blog Party Celebration

The Curvy Fashionista Blog Party Celebration shot by William Utley Photography

The Curvy Fashionista Turns 3 Blog Party Celebration

This seriously was a magical night! Did you miss it? Well, you can view the full TCFturns3 album on Facebook here and the 1^st video from the event will be up shortly!

Please make sure you check out the TCFTurns3 page to view all of the sponsors who helped kick off my anniversary month in December with giveaways and all the fun details!

Thank you so much for an amazing three years! We are just getting started!

Thank you!

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Hey…. Cause We Like to Party! #TCFturns3 winners announced and more

Marie Denee — Fri, 06 Jan 2012 17:53:38 +0000

Happy TGIF! While fighting this mini cold trying to take over my body, I wanted to give you a few updates and announce the last winners of #TCFturns3 Giveaways!

If you have been following, last month, The Curvy Fashionista turned THREE! Sooo amazing and humbling! We celebrated all month long with giveaways and to round out the celebrations, tomorrow night, it is on! The Curvy fashionista Blogiversary Party!

Yes, I am having a party, and I am sooo excited about this! Nervous, geeked, elated, and anxious! With Door prizes, gift bags to the first 100, we will come together to celebrate, network, mingle in the heart of Hollywood at Philippe Chow! But before I delve too much into the event, let’s first announce the winners of the last four giveaways:

LeoLuca Handbag:

Kristin

Lalicious Giveaway:

Winner One: Taneesha D

Winner Two: Tiffany L M

Sorella Swim Giveaway:

Lauren Reese H

HTC Giveaway:

Leah W

Congrats Ladies !!! You will receive an email shortly with all the details! Congrats!

Okay, so if you are in the LA Area and you are free, make sure you check out the details and head on down to my Blogiversary Party! In the meantime, make sure you check out all of the sponsors who helped make the celebrations possible!

Thank you for an amazing three years! Here’s to another fabulous year!

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Happy New Years! Marie Denee’s Fashion Resolutions

Marie Denee — Mon, 02 Jan 2012 14:00:10 +0000

Welcome to 2012, a year full of promise, renewed outlooks, and a chance to better ones mind, body, and soul! From a fashion perspective, we have the chance to express ourselves outwardly with the chance to recreate and renew what inspires us! With that, I have thought about what and where I want to challenge myself in this New Year for the blog and my own personal growth!

After I share, I want to hear from you as well! Here we go:

My 2012 Fashion Resolutions:

Take More Fashion Risks and Outfit Posts:

Last year, I challenged myself to wear more separates, more heels, and color. While I have done so, I have not done to my fullest potential! Knowing this, I need to push BEYOND my regular laid back style! LOL I own this! In addition, I need to get better with my outfit posts! Seriously… If not me remembering what to do at the last minute or NOT a better camera ( I JUST Killed my newest Nikon one!)- I need to get better at this! So here’s to the year ahead!

Accessorize To Maximize:

In addition to taking more fashion risks, I need to step up my accessories: Rings (lord knows my newfound love of them!), Heels (bold colors, unique shapes, and GLITTER!), Kick Ass Handbags (Rebecca Minkoff I am missing and needing you in my life), The Jewels, The Belts, it is all in the details!

Do More Videos and Television:

Did you know that I have a You Tube Channel? Ha! I have had it for a few months, but only ONE video on it! SMH. I need to make this work! So, make sure you keep your eyes peeled! Also, make sure you leave your comments on the Curvy Fashionista Face Book Page with what you would like to see on the Channel and Subscribe!

Also, I would love to get in front of the camera more- as I have always felt more comfortable behind the scenes and after facing my fears and writing and publishing my first ebook (have you bought yours yet?), I want to share and educate more people about the fabulous world of plus size fashion! So, who knows?

Travel Internationally:

I grew up traveling all over the world… Japan, England, Hawaii, Guam, Virginia, and for the first time in my 30 years, I let my passport expire! EEKS! Especially when I NEED to get to Elena Miro, Marina Rinaldi, Anna Scholz, Max Mara, and all things Fiji, Bahamas, and beyond! I miss Japan Airlines, British Airways, Virgin Atlantic, and more!

Whether for business or a much needed vacation- I will travel internationally this year in style!

From a blog and fashion perspective, these are only a few of my resolutions! Also check out Ashe Mischief’s 50 Radical New Year Resolutions asides from the fashion ones!

Q.What are some of YOUR New Year’s resolutions?

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Year in Review- Reflecting on 2011 to bring in 2012

Marie Denee — Wed, 28 Dec 2011 19:19:32 +0000

Man, it is amazing how much a year can do for you! Seriously! This ride with the blog has been a beautiful one for me, and for that I am grateful! If you are a new reader or have been reading for a minute, I just wanted to take a moment and reflect on all that has happened in 2011!

If we don’t know where we came from, we won’t know where we are going yes?? So, on that note, I wanted to take a quick moment to just share a few highlights for me and the blog! A little different from the Top Ten Posts of 2011, this is my reflection on all the things accomplished this year- giving me the motivation to bring you more oomph and panache in the next!

The Best Moments of 2011 on The Curvy Fashionista

Chevy hired me to be their Fashion Cruzearati!
The Curvy Fashionista in November’s People Style Watch!
I wrote my eBook (finally): Keeping it Curvy.Confident.Chic.
Talked about more than fashion, shared my hair story and secret love for beauty!
I was a finalist for the Black Weblog Awards!
I attended my first NYFW fashion week and blogger conferences: Blog Her and Blogging While Brown!
I interviewed and befriended Chelsea Settles
Made it to year three of The Curvy Fashionista!
Positively affected change with bullies and body shame
I was an Official Fashion’s Night Out Blogger for LA!
Spoke at Woodbury University’s Retail Camp about blogging
Was invited by WWDMagic to go to MAGIC Trade Show
I turned 30 and celebrated by being sent to New York for the As U Are Launch and Plus Model Magazine Blogger Conference
Did my first Magazine photo shoot for Regard Magazine’s Blog! (more coming soon!)
I have learned so much about The Plus Size Community and beyond!

Looking back at all I have done this year, I know that next year is going to be stellar for me! With my vision board completed, who knows what fabulosity shall happen!

Q. What were some of your stellar moments for 2011?

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