Nordstrom asks women's brands to fill in gaps in petite and plus size offerings
Nordstrom is making a play for inclusivity and has asked its women's brands to fill in gaps in sizing, from adding more size 0 and size 2 petites to also increasing plus size offerings of sizes 14, 16 and 18.
So far Nordstrom has been able to execute the inclusive strategy in the denim category. Topshop, Rag & Bone and Madewell have responded with expanded sizing. Nordstrom private label brands Caslon and Halogen have also increased their denim size assortment.
Tricia Smith, Nordstrom executive vice president and general merchandise manager for designer, women's and kids apparel said, "Our customers have been asking for a broader range of sizes on both sides of the spectrum – the zeros and 2's and beyond size 12."
Nordstrom responded to consumer demand. Denim mannequins in different shapes and sizes now tell a more inclusive story in store that Nordstrom hopes resonates with more consumers. In addition to breaking away from traditional size 2 mannequins, all denim categories are now merchandised together, so petites and plus size are offered adjacent to more standard sizes of denim.
Nordstrom has 40 brands committed to expanding sizing for Holiday 2017 online through the company's e-commerce site. Categories included are swimwear, activewear and ready-to-wear. Looking forward to Spring 2018, 60 brands will offer extended sizing. Nordstrom will also roll out extended sizing at 15 retail locations at that time.
Smith said, "In our opinion, petite and plus sizes shouldn't be considered special categories. They're just sizes."
Nordstrom will not eliminate its petite or plus size departments. This initiative is meant to fill in gaps where brands may have started their collections with size 4 and stopped at size 12. Inclusive sizing will debut in the denim department on October 3 at Nordstrom's Century City (LA) grand opening.
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