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iBrands Global takes over operations at Alloy Apparel

Nov '19
Pic: Alloy Apparel
Pic: Alloy Apparel
US company iBrands Global recently announced it has taken over operations of Alloy Apparel, an iconic fashion brand catering to tall and curvy woman, in a deal that also gave IBrands partial ownership to the brand’s intellectual property. IBrands will bring a myriad of design and operational expertise to the partnership, it claimed in a statement.

iBrands is looking to elevate and expand the Alloy collection, exclusively sold on its website alloyapparel.com, in 2020.

There are thousands of tall customers throughout the United States and 30 per cent of its sales are international, Marc Garson, chairman of iBrands, said.

As Google and Facebook, who collectively control nearly 60 per cent of digital advertising market share, have no direct way to target tall women like, Alloy created and manages the popular Instagram handle @TallGirlHumor, where fun content appealing to tall women can be found and shared.

“We look at Instagram as today’s version of the magazine,” according to iBrands chief executive officer Remy Garson.

For Fall 2019, the first collection Alloy Apparel released in collaboration with iBrands Global offers everyday styles such as tops, bodysuits, denim, pants, jumpsuits, dresses, blazers, knits and loungewear. Their retail price ranges from $30 to $80, further reinforcing the value of accessibility for their customers.

Apart from Alloy Apparel’s primary Tall collection, the brand has made deliberate strides in delivering size inclusivity with the launch of Alloy Tall Plus and Alloy Plus in Spring 2018.

Fibre2Fashion News Desk (DS)

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December 2019

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