Ben Barry wrote in Elle Canada about the findings from his PhD. studies, Can using different types of models benefit brands? When I read this yesterday I was going to write about it but decided to re-read the article and give my opinion in total support of what he wrote.

Immediately I thought of conversations over the years with ladies of all ages, sizes, and races about the fashion industry and the size models they use to sell different brands.  Even thought most were said in a joking manner the conclusion was “Why would I buy that dress when I have no idea how it would look on me and they probably don’t have my size anyway.” The study backed up this water cooler talk in a major way.

Barry did an excellent job of confirming this with hardcore data collected from women in the United States and Canada.  The study included more than 2,500 women ranging from 14 to 65 years old and a dress size from 0 to 18.  Additionally, they reflected a diverse range of ethnicities. Some of the numbers surprised me some did not but the data confirms in my opinion why plus size fashion is growing at the rate it has and how plus modeling is also heading in the same direction.

Interesting findings:

• Women increased their purchase intentions by a dramatic 300 percent when they saw curvier models
• When women saw models who didn’t reflect their size, they decreased their purchase intentions by 60 percent
• Women increased their purchase intentions by more than 200 percent when the models in the mock ads were their size.

I feel he will challenge the fashion industry with his findings, but I am being realistic in knowing no full scale changes will happen for quite some time. One fact remains though, the door has been opened and the dialogue has begun.  In other words you can’t get rid of an idea once it is released to the public.

Reading the following paragraph again confirmed what I have been thinking for years and one of the reasons Full Figure Plus exists.

Companies seldom cast models who reflect their markets. The typical model is size 2, whereas the average woman is size 14. Most models are between the ages of 15 and 24, yet there are more Canadians between 40 and 49 or 50 and 64. Only 10 percent of models in North American fashion ads are non-Caucasian, yet 16 percent of the Canadian population is non-Caucasian—and that increases to 40 percent for Toronto and Vancouver.

Having recently obtained my MBA it amazes me this model works and works so well with women even though it is widely known the majority of the ad campaigns for fashion do not reflect the reality of what women today look like.

I was taught in introductory level marketing classes that marketing to a target niche is what pays the bills.  I do it with this blog but apparently even though Ben Barry confirmed this with his study the fashion industry is going against the grain despite losing business because of outdated modes of marketing and design.

In the plus size niche we exist because we HAVE to reflect what our demographic looks like.  If we did not then we would lose our audience so fast it would make our heads spin.  it is good to see data backing up what many have been speculating on for years that size does matter when it comes to the shopping habits of ladies. Congratulations to Ben on obtaining his doctorate degree and for shedding light on an issue that needs to be talked about more and more.  Let him know your thoughts by visiting him on Twitter.

Photo source

Full Figure Plus - Plus Size Fashion For Today's Active Women

I have nver been one to really put much into Friday the 13th.  I will make and exception this time when it comes to shopping.  If you did not know about Lane Bryant Outlet then you are in for a treat.  Below are a few of the items on sale during the Lucky 13 sale.

Just enter the code FRIDAY13SO at checkout and you will be on the way to savings.  To bring you up to speed on Lane Bryant outlet it is basically the sales wing of all the Charming Shoppes brands; Lane Bryant, Cacique, Fashion Bug, Catherines, & Loop 18.

For the fans the Houston pant is back.  I haven’t heard it if is up to the legendary levels of years past but it is a move in the right direction, especially for the price.

Full Figure Plus - Plus Size Fashion For Today's Active Women

Summer is almost here so its time to dust off your shopping skills to take advantage of some of the sales going on right now like the 15% off sale on new arrivals from Evans.

In between seasons is the perfect time to try out new styles and to see what will the the hot items for the season.  Expect the maxi dress to be popular once again this season along with wedges, and clothes that overall scream comfort.  Happy hunting!

Evans Mink Animal Lace Vest 
£29.50

Evans Frill Floral Print Maxi Dress 
£39.50

£29.50

£29.50

£19.50

Full Figure Plus - Plus Size Fashion For Today's Active Women

It has been quite some time since I reported on long time plus size fashion merchant Lane Bryant. I looked in on what they have to offer and saw they have just about everything on sale right now. The one sale that caught my eye is thebuy two get one free sale on the Cacique bras which includes my wife’s favorite the Smooth Balconette Bra in chocolate.

A few of the bargains will be ending in the next few days.  Hurry so you can take advantage while the selection is still good.

30% OFF DRESSES
Excludes Seven7 and DKNY Jeans items. Savings are not redeemable for cash and may not be applied to credit card payments or previous purchases. Not available in closing stores or Outlets. Valid in store through closing on 4/7/12 or 4/8/12 depending on their holiday schedule. Valid at lanebryant.com through 11:59 pm PT on 4/8/12.

BRAS BUY 2 GET 1 FREE:
Regular price styles only. 2 for $36 Bra Duos and $24.99 Bras not included. Not available in closing stores or Outlets. Valid in stores through closing on 5/2/12. Valid at lanebryant.com and cacique.com through 11:59 pm PT on 5/2/12.

30% OFF SWIM
Includes Lane Bryant and Miraclesuit styles. Excludes select online non-Lane Bryant styles. Savings are not redeemable for cash and may not be applied to credit card payments or previous purchases. Not available in closing stores or Outlets. Valid in select stores and online. Limited time offer.

30% OFF SHOES
Savings are not redeemable for cash and may not be applied to credit card payments or previous purchases. Not available in closing stores or Outlets. Valid in store through closing on 4/7/12 or 4/8/12 depending on their holiday schedule. Valid at lanebryant.com through 11:59 pm PT on 4/8/12.

TANKS, TEES & TOPS
Select styles. Regular price items only. Second item must be of equal or lesser value. Individual items priced as marked. Not available in closing stores or Outlets. Valid in store through closing on 4/6/12. Valid at lanebryant.com through 11:59 pm PT on 4/6/12.

BOGO Jewelry & Accessories
Excludes leggings, jeggings, online Palm Beach Jewelry, non-Lane Bryant handbags and fragrances, and shoes. Not available in Outlets or closing stores. Valid in store through closing on 4/7/12 or 4/8/12 depending on their holiday schedule. Valid online through 11:59 pm PT on 4/8/12.

Full Figure Plus - Plus Size Fashion For Today's Active Women

For one week only Style 369 are offering an extra 10% off their up to 50% off sale!

Offer: Up to 50% off sale plus extra 10% off!
Code: SALE10
Expires: 02nd April 2012

Who doesn’t like a sale? If you are looking to add a few different and interesting pieces to your wardrobe then you for sure should check out the selection from Style 369.

Lovedrobe Teal Split Sleeve Dress 
Was: £40 | Now: £15 

Praslin Peacock Print Maxi Dress 
Was: £42 | Now: £20 

Was: £36 | Now: £20 

Lovedrobe Faux Leather Jacket 
Was: £69 | Now: £40 

Was: £32 | Now: £18 

About Style369.com

Launched in September 2010, Style369.com is the new online fashion destination for sizes 14-26. As part of the Arcadia Group (the same retailer that brought you Topshop, Dorothy Perkins and Miss Selfridge), you’re guaranteed security, customer satisfaction plus the latest fashion styles in your size.

Fashion Plus Fit

Dedicated entirely to fashion, Style369.com is an online-only fashion store, devoted to delivering the perfect fit for style-conscious size 14-26 girls. Our extensive range is style-led and ready to wear now; offering you the best-in-fit from high fashion pieces and core wardrobe staples like essential jersey, day and party dresses, denim, new season knitwear, coats and macs, jackets, boots, heels, accessories and lingerie.

Incorporating fresh UK brands and the Evans high-fashion range, Style369.com will bring your wardrobe bang up-to-date with effortless confidence and a flawless fit.

Full Figure Plus - Plus Size Fashion For Today's Active Women

Spring is in the air and with all the bad weather crossing my area of the country window shoppingo n my computer has become one of my favorite past times. Fashions fresh off the runway this season have a tribal flare to them.

Think of the edge associated with tribal life with a feminine touch to them. To get more specific the Aztec look is hot off the runway and City Chic is one of the places you should be looking for to get this look.

The Aztec look will be hot this Spring with the Bright geometric prints. FYI: Remember all prents are not created equal. Just because it is popular does not mean it is for your silhoutte.

The pieces below as well as other pieces in the Spring collection should make you think sexy-cool, street tough, with a touch of exotic living without hardening our look. The best part of the tribal styles is that everytime you leave the house you will look like you are headed on vacation when you are just heading to work or the store.

About City Chic

BOLD - Are the hottest fashion styles we drop online weekly, for the curvy diva who wants to push the fashion boundaries and loves looking hot with what she’s got.

SEXY - Whether it’s a little black dress or a hot outfit for turning heads in the club; sexy is one thing we know a curvy girl never needs to be taught.

GLAM - If your style is timeless sophistication, Hollywood glam or young and fun you have no need to look any further for special event dressing.

CHIC - Is all of our denim wrapped up in one little word, figure flattering in every cut imaginable.

The city chic brand was established in Australia in 2006 with 7 stores. We have now grown to 79 stores operating in New Zealand, America and Canada.

The City Chic Woman

Not only is the city chic woman bold, sexy glam and chic, but she is fun, fashionable, and fearless.  With a hectic lifestyle and a passion for fashion she is not defined by the way she looks but the way she feels and embraces her curves. She need not feel left out as we are here to show you that “fashion” is not only for the “skinny”.

Full Figure Plus - Plus Size Fashion For Today's Active Women