Has the ASOS Curve Bubble Finally Burst?

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Have you had problems with delivery’s from ASOS? What about the clothes do not fit the way they used to? Answers to both of these questions came across my path recently after reading ASOS Still Hasn’t Gotten My Package and seeing on Twitter “ASOS Curves does not fit the same since Vanessa Reece is no longer their fit model.”  So that brings me to the question, “Has the ASOS Curve Bubble Finally Burst?”  My answer is yes and I will tell you why.

Last year everywhere I turned people where talking about the ASOS Curve collection.  I agreed with most of if from the stand point that ASOS was yet another international company that was targeting US fashion markets.  They introduced the ASOS Curve Collection and model Vanessa Reece gave the collection a face and accountability.  Now that she is no longer representing the company the momentum that was gained is starting to lose steam for these reasons:

1. If you look at the social media pages ASOS Curve is not really mentioned
2. On the main website the ASOS Curve Collection is buried in the navigation links
3. More people are starting to get upset with their customer service
4. Bloggers are nor promoting it like they did a few months ago.

Now don’t get me wrong I am sure that the company will continue to be successful but here is what needs to happen in regards to the plus size fashions they offer.  Do not treat this niche of customers like second class citizens, because the same group of people who where your biggest cheerleaders will become your biggest critics.

How can this situation be turned around?  Actually, its a pretty simple fix.  First even if you do not bring back Vanessa Reece as a fit model a model with similar dimensions should be used.  Apparently her measurements where a perfect fit to the core customers of your brand.  Next, revamp your customer service.  According to Meieli Sawyer’s blog she has been dealing with a shipping issue since December 13!  Finally, if you are going to promote to plus size women at least feature the ASOS Curve collection on the ASOS home page.

What do you think?  Do you have any experiences similar with other company’s?  With the popularity of everything plus size these days we as a community have to be careful not to throw our support around without first vetting the individual to see if they are truly in support of the community or simply out to make a profit.