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Etailer IGIGI adopts fast fashion for a recession remedy
Jun '09
IGIGI Inc., women's premier brand and etailer of contemporary fashions in sizes 12-32, launches fast fashion business model, new website, and strategic partnerships that reaffirm IGIGI's commitment to serve the plus-size community and amplify its mission to transform the world's view of beauty.

IGIGI's adoption of the consumer-led fast fashion business model comes as a solution to provide customers with a frequent flow of on-trend, seasonal styles at affordable prices. Inspired by the demand-driven success of fast fashion retailers like Zara, H&M, and Topshop, IGIGI implemented a trial program for three months. Consistent sell-through rates of 80% to 90% proved the model viable and gave rise to The IGIGI Limited Collection (LC); an exclusive line of trendy, unique, and affordable designer styles produced in small quantities and released four to six times a week.

"We saw an opportunity in the economic slowdown to take a step back and look at the overall picture; to analyze our industry and align our business with our customer better than ever before," said Alex Brodsky, IGIGI CEO. "There is a strong customer base that demands and desires nothing short of what's available in straight sizes. We listened to the customers, Invested in what we learned, and applied it to our business model in order to deliver innovation in the industry and the service and product our customer demands."

Fast fashion model provides better insight to customer demand and enables IGIGI to plan for just-in-time releases based on the most popular styles. IGIGI's long-standing practice of manufacturing through local factories makes shorter cycle times possible. Plus-size customers benefit from always finding fresh, unique, seasonal styles that come with a sensible price tag.

"I am so happy to bring something new to the plus-size community," said Yuliya Raquel, Chief Designer and Founder of IGIGI. "The negativity surrounding plus size, and the lack of stylish options was what got me started in this business in the first place. I want to push the boundaries that traditionally define beauty and contribute to an all inclusive, all encompassing definition. I feel like we are one step closer to that mission with this new collection."

To keep up with the new customer demands and business model IGIGI recently launched their new website. The new IGIGI website delivers a more robust experience and focuses on the needs of the customer. Features like ShapeStylist help customers determine their shape, choose garments that will best complement their figure, and alleviate the fear of online shopping. The Stylephile blog keeps customers up-to-date with the latest trends, offers advice for perfecting your perfect style, and lets them get behind the scenes at IGIGI through featured entries written by lead designer Yuliya Raquel.

IGIGI has also formed partnerships with leading players in their respective industries, including MyShape and BBWPersonalsPlus®, the premier online personals site for BBW dating, and expects to disclose information on these partnerships and more in the coming months.

IGIGI Inc., headquartered in San Francisco, CA, designs, manufactures, and etails apparel and accessories for fashion-loving women in sizes 12-32. IGIGI designs are created with a goal to accentuate and celebrate the beauty and sensuality of the curvaceous female figure.


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