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Brides Find Perfect Fit at New Plus-Size Pop-Up Store

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“I’ll be modernizing and regrading our size chart to ensure proper fit in smaller through larger sizes,” Mr. Warshaw said. “To do this, we’re using a company that specializes in real data and analytics, and 3D body scanning.”

Darci Thoune, an associate professor of English at the University of Wisconsin at La Crosse, and a founder of Two Fat Professors, a website dedicated to fighting fat phobia with education and community building, said many designers are missing the financial opportunities this market can bring.

“There’s still a negative, unattractive, even bad association with fat bodies,” she said. “For designers, that’s generally not something they want to be associated with. There are women who want to spend money. This is an example of a cultural practice that could be changed in order to be more inclusive of all bodies.”

Some designers may be reluctant to extend their lines because of cost. “Offering plus-size dresses is a financial investment,” said Don O’Neill, the creative director for Theia, the evening wear, bridal and bridesmaids dress brand. “You have to include extra samples, additional photo shoots, expanded inventory and stock pieces.”

In 2018, Theia started its first plus-size line, Curve Size Collection with Lovely Bride, an independent bridal boutique with 18 locations in the United States. Theia’s plus-size collection offered six of its top silhouettes in 14W through 24W. Last year 28 percent of its business was attributed to sales in the curve-size range, according to the company.

This year Mr. O’Neil plans to expand his plus-size line. “Offering inclusive sizes to full-figure and curvy girls is an important part of who we are,” he said. “This has really opened that market up for us.”



Source Site> NewYorkTimes

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