Meijer will integrate plus-size departments into missy and women's departments to give shoppers of all sizes an opportunity to shop together. It will place straight and extended sizes on one rack and will create a shopping experience based on trends, not sizes, said the company.
Moreover, the Midwest retailer will not charge more for plus-size clothing items so that all customers have access to fashion at the same price.
“Over the past few years, we have placed an increased focus on bringing more on-trend, affordable apparel to our customers. This fresh approach to shopping represents a continuation of that commitment, giving our customers the trends they are looking for, regardless of what size they wear,” said Peter Whitsett, executive vice president of merchandising and marketing.
“Plus-size apparel is often priced higher than missy or women's sizes. We believe all our customers deserve to pay the same price for the same trends, regardless of size,” said Annette Repasch, group vice president of softlines for Meijer.
By doing away with separate departments, the retailer can maximise its existing retail space. The new, integrated clothing department only accounts for 80 per cent of the current space, which will allow the retailer to add even more trends and styles in the near future.
Currently, the integrated shopping experience is available at 15 Meijer stores and it will be rolled out to all 230 outlets by next year. (KD)
Fibre2Fashion News Desk – India
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