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So, brands, I ask you this: Will you continue to use an outdated marketing model or adapt to the new consumer mindset and reap the rewards?~ Ben Barry op-ed in Elle Canada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 You would think though, that rather rely upon long-established and terribly outdated industry norms to guide their casting decisions, marketers, brands, retailers would use or conduct some kind of research on this!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

Marie Denee — Tue, 20 Dec 2011 14:00:28 +0000

It is about that time fellow Curvy Fashionistas! The end of the year nears us and we are already thinking about bringing in the New Year with resolutions and mindsets to change, habits to create or break, but the real question I have, asides from your resolutions is: DO you make and KEEP your resolutions?

So, what I thought I would do before I turned to you was revisit my post from last year: Let The New Years Resolution’s Begin and share with you my progress on this year’s resolutions and which ones I need to add to 2012’s resolutions!

How about this for accountability?! For real! Like I shared in this post, according to Pro Active Change, research shows that making resolutions is useful and those who explicitly make resolutions are 10x more likely to attain their goals than people who don’t explicitly make resolutions! Below in grey were last years, and in bold are my results!

SO, let’s see how I did…

In Personal Style and Fashion:

Wear more High Heels- I LOVE me some great chic flats! I need to amp up the oh la la factor! I did this! I have been stepping out in my heels! YES!
Wear more separates (Skirts, shorts, blouses) I am a sucker for dresses; I need to broaden my horizons! LoL I can honestly say that I have been doing much better in this area- although I do default to my dresses, I have been wearing more pieces and I am soo happy!
Step up my accessories game… While I spend time oogling the baubles, I am quite gun shy about making purchases… lol YESSS I always have my rings on! Quite happily so!
Buy more color… having to wear black for soo many years, I find myself stepping into a comfort zone- although I LOVE and ADORE Bold colors- I need to buy more of these! I did this! Oooh! I am on a roll! Although me and black will always have a love affair!
Get pretty new hangers for my closet, I gotta respect the clothes! Woot! Did this and wrote a post about it! Like to read, well make sure you check out January’s issue of Plus Model Magazine!

On The Curvy Fashionista:

Do more video posts! I have recently started and I got my new Bloggie, so…. Stay Tuned! Umm… I have officially done ONE video, asides from my Cruzearati posts! Work to refocused here!
Make up, make up, and more make up! More review, how to’s and guest beauty bloggers about the things we love most! I definitely have shared with you my secret obsession, but not too much! Do you like my beauty pieces?
Make sure I reply to each and EVERY one of your comments! I have gotten better and I am doing my best to continue to answer them! I definitely have been more engaging and you have shared right back I LOVE YOU GUYS!
More giveaways!!! We wrapped up last month with a jam packed run of giveaways each week! New designers, retailers, jewels, shoes, and sooo much more! I see you liked them, so I will keep them coming! Without being too giveaway heavy except for my anniversary month, I have been giving you better prizes! More to ensue!

Me, Myself, and I:

Get out more. I spend too much time online at times! I need to get out more and do more social media cleanse at times! I did this on Saturday and it was lovely! Ahhh… Fail! I have done some and have been getting a little bit better, but I could have a better balance!
Take a vacation or two or three… all work and no play makes Marie stressed out in a not so nice way! Um… read the one above… I need a vacay!
Eat more fruit… and maybe more salads- My mom and her salads traumatized me… LOL… I have not been too heavy on the fruits, however I have been taking my multivitamins and protein shakes! So this is kind of like a 50/50 here!
Ask for help when I need it! Sometimes I think I am superwoman until I am stretched too thin! Lol… I need to work on that! I love helping then I find myself forgetting, dropping the ball… and that CANNOT happen in 2011! I have made efforts here! I am soo happy for Ty and Nyvia who help contribute to the site! I am really happy about this!
Stop being afraid and step out on faith! I need to embrace and walk the path set for me! This has shown itself with me writing my book, Keeping it Curvy.Confident.Chic.! I am sooo proud of embracing this and moving forward with this! I was quite scared and nervous, But it has been such an amazing growth process in doing so! Much more to come in 2012!

What about you?

Have you revisited your resolutions to see what you did and did not accomplish? Even if you did not do all what you wanted to do, do not fret! This is what is so great about making resolutions, it allows a time for self reflection and personal growth! The fact that you make them speaks a lot and if you know you need help, get a friend to bolster those percentages to make it happen!

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The Enabling of Self Loathers and Shame – A Brand’s Facebook Observation

Marie Denee — Mon, 12 Dec 2011 16:45:39 +0000

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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Taking a Moment to Give Thanks

Marie Denee — Wed, 23 Nov 2011 20:01:45 +0000

I wanted to take a moment and give thanks to YOU the readers, fans, friends, mentors, designers, brands, PR companies, retailers, who have touched, influenced, motivated, and inspired me in one way or another! Whether or not you celebrate Thanksgiving, I still wanted to tell YOU from the bottom of my heart, I truly appreciate you and your love and support!

While I thought about doing a fun little list of all the things I am grateful for, knowing me, it’d get long and then I will have missed something sooo important… SO, I’d rather just stop and say thank you!

Without you, I would not be here, therefore, I give thanks and most importantly wanted to say:

May your holiday be filled with love, family, and friends… and of course GREAT food!

Don’t forget that the Black Friday Deals are up and ready for you too!

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