BBC featured Ludovica Cesareo, assistant professor of marketing, in the article "Selling plus-size clothing isn’t only about pleasing shoppers."
As fashion brands extend their size ranges, marketing experts, including Cesareo, say there are still many ways that they can strike the wrong chord with their target market.
Even as they make strides, companies shouldn’t assume that consumers will forgive them, said Cesareo. "Just because you launch a plus-size line doesn’t mean they’re going to all of a sudden buy your brand. Consumers really care about values, and so they want to buy from brands that reflect the values they believe in."
Cesareo pointed out brands who began offering plus size apparel years ago, including Nike who started using plus-size mannequins to send the message that they value customers of all body types.
"Ultimately, retailers must go beyond merely producing clothing in a range of sizes if they hope to succeed with a body-diverse clientele," said Cesareo.
The full article can be read on the BBC website.
