I was in the process of writing about Melbourne Fashion Week Plus, but then I saw these videos and it was just a matter of “Dammit, I’ve got to get this out there!” So the MFW+ stuff will be following over the weekend sometime.
Have you seen these yet? The three promo videos about Ashley Nell Tipton working with JC Penney to bring out her new line? No, well here you go…
THIS. As well as the actual clothes being as cute as hell and totally my aesthetic, this is the way I want to be marketed to by the big box businesses. This is what I want to see from major department stores. This is what I want to see from the big businesses around the world who have got the lion’s share of the brick and mortar plus-size clothing market. I want to see them using actual fat women in their marketing, positive, aspirational messaging that doesn’t shame fat women as though our only focus is getting or looking thin. Marketing that shows a competent, talented fat woman doing her job and doing it well. Clothes that are designed BY a fat woman, FOR fat women. And a business that is PROUD of their upcoming plus-size range and putting some marketing money behind it.
I’m going to speak to the Australian businesses, but I’m sure that the ones overseas should be doing the same thing. Where are you Target Australila, Myer, David Jones, Big W…? I’ll add you Specialty Fashion Group – Autograph and City Chic. Where are you right now? Still streaming out a pile of boring, dark coloured sacks that look like something fat women would have worn 20 or 30 years ago? Still offering half a page in a catalogue to show off your dull, dull, dull t-shirts and leggings? Still not putting any actual fat women in your marketing material, just the same three boring size 10-12 models with no fashion styling or decent make-up, hair or photography?
It’s time to get your shit together and realise that your customers are fed up with your out-dated, poorly planned buying and marketing strategies towards plus-sizes. It’s 2016. You want your customer to spend money with you? Then learn from those that are doing it well and step up your game.