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Expanded Sizes Store to Reduce Inventory

Social media users criticize the newly privatized brand for announcing restrictive sales policies.

Expanding inventory for larger bodied individuals in upcoming loft
Expanding inventory for larger bodied individuals in upcoming loft

Expanded Sizes Store to Reduce Inventory

In the ever-evolving world of fashion, a notable shift has occurred as Loft, a popular retail brand, announced its decision to discontinue plus sizes, sparking controversy among consumers.

According to retail market intelligence firm Edited, the number of adults aged 20 to 64 is expected to increase in 2020, representing a potential opportunity for the industry. However, this trend seems to have been overlooked by Loft, as the brand cited "ongoing business challenges" as the reason for its decision to offer sizes 00-18/XXS - XXL come fall.

This move, while potentially cost-effective in terms of production and marketing, has been met with criticism on social media platforms such as Facebook, Instagram, and Twitter. Many customers are upset because the decision leaves many U.S. women unable to shop at Loft, a brand that was once known for its size inclusivity.

The criticism is not without foundation. The women's plus-sized apparel market is valued at $9.8 billion this year, according to IBIS World. Moreover, the number of new plus or curve styles at mass retailers rose by 11% year over year in 2020, as reported by Edited.

Several factors contribute to the decision of some apparel retailers, such as Loft, to phase out plus sizes. These include business challenges, market shifts, data-driven decisions, and consumer behavior and preferences.

Business challenges, such as the cost of manufacturing and marketing different sizes, can be higher for plus sizes due to fabric requirements and design complexities. The rise of GLP-1 weight loss drugs, such as Ozempic, has led some consumers to shift down to smaller sizes, reflecting in sales data where retailers have seen an increase in smaller sizes and a decrease in sales of larger sizes.

Retailers rely heavily on data to make inventory decisions. If sales data indicates that plus sizes are not performing as well as other sizes, companies may choose to reduce their plus-size offerings to maximize profitability. For example, Aritzia reduced the share of 2XL dresses among its new arrivals, while ASOS decreased its plus-size assortment by 15%.

However, consumer behavior can also influence retailers' decisions. While there is a demand for size inclusivity, consumer behavior can also influence retailers' decisions. Some consumers may be opting for smaller sizes due to personal preferences or the influence of media and social trends.

Despite these factors, the decision to phase out plus sizes is discouraging for many consumers who value size inclusivity and diversity in fashion. This trend underscores the need for apparel retailers to balance business considerations with consumer demand for diverse sizing options.

On a positive note, Athleta, a brand known for its activewear, has taken a step towards size inclusivity. For Spring 2021, 70% of Athleta's activewear collection will be available in sizes 1X-3X (or 18-26). Athleta is also avoiding "passive aggressive" language in marketing to plus women, focusing on concepts like "confidence" to market all sizes. The brand has expanded its inclusive sizing to 350 styles across its collection.

As the fashion industry continues to evolve, it is crucial for retailers to prioritise size inclusivity to cater to the diverse needs and preferences of their customers. The demand for size inclusivity among Gen Z consumers, in particular, is a trend that retailers cannot afford to ignore.

  1. In the fashion industry, data-driven decisions have led some retailers to reduce their plus-size offerings to maximize profitability, such as Loft discontinuing plus sizes.
  2. The women's plus-sized apparel market is valued at $9.8 billion this year, making it a significant market for the industry, but retailers like Loft have overlooked this potential opportunity.
  3. While some consumers may be opting for smaller sizes due to personal preferences or media influence, the criticism against retailers like Loft for discontinuing plus sizes is founded on the value of size inclusivity and diversity in fashion.
  4. As the fashion industry continues to evolve, prioritizing size inclusivity, like Athleta expanding its inclusive sizing to 350 styles across its collection, becomes crucial to cater to the diverse needs and preferences of customers, especially Gen Z consumers.

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