Feb 2, 2015
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Target focuses on underserved market with new plus-size line

Feb 2, 2015

Upscale discount retailer Target is developing its plus size offering this season with the launch of a new line, AVA & VIV. The collection has gotten the thumbs up from bloggers Nicolette Mason, Chastity Garner and Gabi Gregg, who were invited to star in the retailer's look book. The plus size bloggers also gave Target feedback on the next AVA & VIV collection for autumn.

Photo: Target

The plus-size market is one that is ripe for development, with the average US woman a US size 14 (a UK size 18.) However, despite this, and the fact that the plus-sized market is responsible for $17.5bn in annual sales, according to the NPD Group, fashion-led plus size collections are still not the norm, even though sales show no sign of slowing down.

A number of retailers, including ASOS, H&M and Evans in the UK, have created plus size collections to fill the demand, but not on the same scale as Target. Featuring an initial 90-piece collection that will be updated monthly and be priced at $10 to $79.99, it will have the opportunity to reach a large consumer base.

"Target is synonymous with great design, and with the launch of AVA & VIV, we’re stepping up our fashion game for our Plus-size guests," said Stacia Andersen, senior vice president, merchandising, apparel and accessories at Target. "From stylish original prints to the attention to detail and fit, this line is meant to impress and we can’t wait to share it with our guests."

AVA & VIV will launch in all Target stores in mid-February through March and be available online from February 22.

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