Merchandise Focus: Plus-size Women
Catalogs Open Up to a Profitable Demographic:Plus-Size Women
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Not Sitting Still
So what are the marketing trends for plus-size apparel for women? Apparently, better segmentation and wider selection.
Saving of Lands’ End explains: “Focus groups told us that women want the same products, the same quality, the same comfort—just in larger sizes.”
She adds that Lands’ End has been doing extremely well with its plus-size swimwear and looks to its customers to suggest which products to offer in plus sizes.
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- Companies:
- Lane Bryant
- Winter Silks
Edward Fischer
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