A few days ago I had a conversation with a stylist who will soon be appearing on Full Figure Plus and she made the comment, “The plus size shopper is a more conscientious shopper because she has to be careful of how she spends her shopping dollar.” That statement made me think and what I came to the conclusion that because of how demanding plus size shoppers are they should hold a seat at the right hand of designers if they are not the designer themselves.
Thinking of conversations that have played out over the years concerning shopping trips this is why designers are in need of the help of the plus shopper:
- Plus shoppers look closer at craftsmanship
- Plus shoppers pay more attention to the type of fabric a garment is made from
- Plus shoppers will purchase multiple colors of a style of garment they like
- Plus shoppers are more brand loyal than other size shoppers
Those are just a few points to keep in mind when it comes to forging a relationship between the world of designers and the end user which in this case is the plus shopper. Can you imagine the impact of say Liz Claiborne if the company decided they would consult with shoppers over a size 16 when they are doing the research and development of new clothing lines.
It is already happening in a way with plus designers like Monif C. Plus Sizes, Anna Scholz, and Gayla Bently, but what if it was a standard to go to the people and actually ask them what they want. Being plus size divas themselves they know what the problem was in there own walk so to quote a recent movie, “See and need, fill a need.” I know some marketing directors would turn over in their chair thinking of the logistics of it but not only is it possible but should be something smart business people are doing on an ongoing basis.
What do you think? Do you think designers should cater to the plus community and create clothing based on what they find out?
Designers should definitely consult with plus shoppers! They are who we design for. The are the ones that we want to buy our product. Designers need to know what the needs and desires are of the plus shopper. The best way to do that is to ask them. Often times what we want is not what they want. What we like is not what they like. I love being able to talk to my customer to know exactly what she wants and needs. Being a small business, I get to talk to everyone that walks through these doors. Whether they buy something or not, I always ask questions like : what do they want that they cant find? what styles, fabrics, colors, do they like, not like, etc. Even if you are not able to talk the client face to face, with social media you have the market at your fingertips. The entire Plus community is only a click away.
I totally agree that designers should cater to the plus community and then create something based on the feedback. Not to mention that in an extensive business study, the researchers found out that the plus size fashion is one of the biggest industries in our days. Moreover, plus shoppers are more careful at what they buy and they really know how to shop. As the plus size communities all over the globe expand, I think designers should really consider what a plus size person has to say. This crucial little detail can mean failure or success for a designer.