Recent Article Perpetuates Stereotypes of Plus Size Consumer

Photo Credit: Dnainfo.com

The plus size consumer remains the most misunderstood demographic in America. The plus perspective is continuously overlooked and under served. The recent L.A. Times article ” The plus-size mystery in women’s fashion” instead of connecting to the plus size consumer and designers who design for us thus uncovering the answers to what they feel is the mystery, they list most if not all of the negative stereotypes that plague the plus size consumer as it relates to fashion in this country. It comes from a perspective of certainty rather a quest to find out what plagues the plus size fashion community. It is hard to point out parts of the article that were more egregious than others, so I will quote a few and respond to them here.

1. The author states “…a key finding of a 2009 report by Mintel, an international consumer market research firm, found that plus-size shoppers, especially younger women, want fashions that match those sold in smaller sizes.But that’s a big request with a small chance of success, experts say. The proportions, economics and aesthetics of plus-size fashion virtually guarantee that fashion — fashion of the trendsetting, desire-stoking, magazine-filling kind — will always favor the thin.” A small chance of success, really?? If consumer demand is there, which is what was found in the Mintel report and theoretically the basis that drives a retailer to carry a product, then why is it that it won’t be successful? Why is it too much to ask to have accessible options that reflect runway trends seen internationally? The seem to feel that high fashion as a whole is a closed runway show that no one sees or hears about unless invited to attend. Because they don’t pay attention to us doesn’t mean we are oblivious to them.
2. Quoting Eddie Bledsoe, associate professor of fashion design and costume history at the Otis College of Art and Design.“The stretched-out torso, defined waist and narrower hips … make the clothes look and hang better,” he said. Further, a lean body with subdued curves allows the flat planes of most clothing to drape without interruption.”That’s fashion. That’s high fashion,” Bledsoe said. “It’s for the social elite, the aristocracy. It’s not for the average person. That’s the difference between high fashion and consumer or mass fashion.” He implies here that fashionable clothing simply does not look or hang well on a woman with curves. To relegate high fashion to the social elite further perpetuates the stereotype that the plus size consumer is not affluent, no where near high society and not worthy to be considered when it comes to high fashion, making it a class issue more than a fashion choice. This speaks directly to what Elisa DeCarlo of ” The Mad Fashionista” mentioned in our conversation a few months ago. As to it not being for the average person, when 65% of the population is considered plus size in this country, the plus size becomes the average, worthy of consideration.
3. Quoting Marshal Cohen, chief analyst for the NPD Group, a retail and consumer behavior research firm based in Port Washington, N.Y “… plus-size women say they want to buy stylish plus-size clothes, they aren’t big spenders. That’s understandable because after years of being ignored or offered uninteresting or ill-fitting clothes, they’ve lost interest in fashion. Further, the biggest group of plus-size shoppers is older than 55, and many are low-income.” According to statics in this article the plus size consumer spent 107 billion dollars last year to somewhere..Where did that money go? We gave it to the designer or retailer that spoke to us. As a plus size consumer, we are used to spending more for quality because it is so rare to see it done and done well, we flock to that designer and will become loyal to those that are loyal to us. To say we no longer have interest in fashion is not only amazingly disrespectful but highly offensive. We don’t look to “high fashion” designers to cater to us any longer because we are tired of begging to be heard.
4. Quoting the author of the article “…Not every retailer has the floor space, expertise or capital to invest in a specialty business that returns 17% of sales. To appropriately serve larger and plus-size customers, mainstream retailers need to invest in larger mannequins, training for sales staff and often, a skilled alterations department, features that have made specialists such as Lane Bryant successful. But extra service isn’t likely at the kinds of stores that sell most plus-size clothing, discounters such as Wal-Mart and Kmart..” I worked in retail for a number of years and I can attest to their being little to no training in regards to how to sell to any particular demographic, plus or not. You are typically trained to get the clothes for the customer based on what they are looking for, offer suggestions, up sell accessories and keep it moving to the next customer. It could be different now but I remember the retail world being too fast paced to offer a full boutique experience that is mentioned in this statement. Lane Bryant doesn’t have an alterations department which would have been known if the author bothered to speak to someone at Lane Bryant or speak to any plus size retailer for that matter. I personally have never looked to Wal-Mart or Kmart for designer fashions specifically or felt that they were my only choice.

The article is not completely one sided, it does highlight the strides that have been made to improve the plus/fashion connection like Saks carrying plus sizes from couture lines and the creation of Full Figured Fashion Week(end) in LA created and produced by Gwen DeVoe. The great strides by Gwen and others are regulated to a few lines in this article, when they are worthy of so much more. When a credible news source like the L.A. Times only prints opinions from those that are not experts in the area of plus design, quote them and suggest that what they state is an insightful view of the plus size fashion industry with no counter opinion, does a huge disservice to their audience. I don’t know that they didn’t solicit comments from any notables in the plus industry like the Dana Buchman’s, Tadashi’s, Monif C.’s and Lane Bryant’s of the world. I do know that they were not quoted in the piece.

One plus size model during a runway show in Paris, a show void of a collection of pieces for the fuller figure is not a stride in the right direction but merely a ploy to give the appearance of acceptance. Similar to saying ” I have friends who are black” but would never consider inviting an black people over for dinner. This article affirms my belief that we no longer need to beg any retailer to speak to us. Our power is in our fashionable wallets. We need to join collectively and stop patronizing retailers and designers that continuously devalue our dollar on any level. We need to realize the power that we have. Designers make a choice not to design for us and retailers make the choice to not carry what we need. They need to know that we have choices too.

Features Editor, Cassandra Jones-McBryde -- Daily Venus Diva.

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Cassandra Jones-McBryde serves as Features Editor for Daily Venus Diva. She is US Director of the Fuller Women Expo, responsible for bringing together a number of outstanding local and international speakers and celebrities, seminars and workshops that attract attendees, sponsors, vendors and exhibitors from throughout North America. She also the Founder of The Fuller Woman Network which is a network of women from across the world who share our mission of self-love. Cassandra is also the co-founder and C.E.O. Pretty Girl Project, a non profit organization that helps girls realize their inner and outer beauty during critical stages of development. This is achieved by various initiatives and programs developed throughout the year. Where Are You From: I was born and raised proudly in Detroit. What were you doing before writing for DailyVenusDiva.com: I had written for a few independent online magazines until being blessed with being on the Daily Venus Diva team. What do you do for DailyVenusDiva.com: As Features Editor, I will bring news and information that resonates with our readers that effects various aspects of our lives. What does it mean to Thrive In Your Curves: It means to live unashamed of how we look, to learn not let our curves limit or dictate our destiny What is your favorite hobby: My favorite hobbies are creating initiatives that are geared to serving my community and volunteering for the same. That takes up most of my time. What is in your future: I don’t try to predict the future. I try to let God order my steps. What’s so special about DailyVenusDiva.com: A better question is what isn’t special about it! You will be hard pressed to find a site that caters to every aspect of women, that just happens to have more to love. I feel privileged to be a part of such an impactful group of women.