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Nordstrom extends sizing expansion to 30 stores
20
May '18
Courtesy: Nordstrom
Courtesy: Nordstrom
Making the shopping experience inclusive for everybody, both online and in stores, Nordstrom, a leading US-based fashion retailer, has extended sizing expansion to 30 stores, with 100 brands producing extended sizes – by adding more zeros, 2's, 14's, 16's and 18's - across multiple categories, including denim, dresses, swimwear, activewear and lingerie.

New signage highlights the extended sizes in the stores.

At Nordstrom in downtown Seattle, the mannequins on the left and middle are size 2 while the mannequin on the right is size 12. All are wearing Halogen, a Nordstrom-exclusive brand.

The initiative was launched at Nordstrom Century City in Los Angeles in October 2017, with participation primarily coming from denim brands including Topshop, Rag & Bone and Madewell. For holiday 2017, Nordstrom launched the initiative online with 40 brands making extended sizes. At that time, the retailer set a goal of expanding extended sizes to 15 additional stores with 60 participating brands by the spring of 2018. These numbers have been exceeded.

Nordstrom is not eliminating its existing plus size or petite departments, but instead is working toward filling the gaps in sizes and integrating all sizes together for a more size inclusive shopping experience.

Brand additions include but are not limited to the following:-

Nike, Adidas and Beyond Yoga have added size XXL. •Paige, Frame and MOTHER have added size 34. Rebecca Taylor, Theory and ALC have added sizes 14 and 16. Nordstrom private-label brands Halogen, Zella and Nordstrom Signature now come in sizes XXS-XXL and 0-18.


"The industry really needed a retailer to be the voice of customers and ask for more sizes," said Tricia Smith, Nordstrom executive vice president and general merchandise manager for women's apparel. "It's been hard work and we're making progress. We're thrilled more and more brands are extending their offerings to this population of stylish women who were previously missed. We remain focused, inspired and committed to inclusivity and having more sizes available to serve customers."

"Style and fashion apply to everyone. We don't view being size inclusive any differently that the need to be more inclusive across the board—whether it's ethnicity, size or body type. In our opinion, petite and plus sizes shouldn't be considered special categories. They're just sizes," Smith added.

Nordstrom is further expanding the extended sizes initiative for the upcoming Anniversary Sale (beginning July 20,) with many of its own private label brands making up to size 24. For fall 2018, a broader range of size-inclusive mannequins designed exclusively for Nordstrom will be rolled out in 30 stores to help create a size inclusive shopping experience. The retailer will also be working on expanding the range of sizes available from its European brand partners. (SV)

Fibre2Fashion News Desk – India


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