The Girl in Everyone, In Every Size

As Glen has been saying on Full Figure Plus for some time now, we are seeing very positive changes in the plus size fashion industry. On the heels of Old Navy announcing that they will no longer be selling plus sizes in their stores and will be carrying those sizes only online comes this plus size Shopping announcement from Maurices.

On June 11, 2007, Maurices launched a new plus shop, featuring sizes 16-24, in over 400 of its stores nationwide. The assortment of the new 16-24 concept will offer casual, career, and dressy looks that are stylish, on trend, and complementary to Maurices current apparel mix.

“We’re excited to meet the needs of a new customer who, up until now, has had limited fashion choices available to her in our communities,” says Lisa Rhodes, Executive Vice President and Chief Merchandising Officer at Maurices. “We created the plus size line to satisfy the multiple lifestyles of the young, savvy, fashion-conscious customer who shops at Maurices, while giving special attention to details that flatter a curvier figure.”

The launch of sizes 16-24 represents an exciting turning point in the evolution of the Maurices Brand. “We made this strategic decision to exit the men’s business that was in over 300 stores so that we could focus on our female customer, “the girl in everyone, in every size” allowing us to communicate a more feminine attitude,” says Rhodes.

I have visited their website and while they only show a sample of styles on the site, the merchandise does seem to reflect Maurices’ stated commitment to offer fashions and accessories that let women express their individuality and personality. From denim and screened tees to dresses and career looks, the 16-24 plus line offers fashionable styles for the fashion conscious plus-size female customer. The site features form fitting clothes that are cut with curves in mind, hugging your hips and flattering the bosom. Very attractive prints and styles make me want to run out and go shopping.

Maurices is wholly owned by Dressbarn Inc.

Posted by Corinna Makris