Forget the World is Flat, the World is FAT
After another one of Talented Blonde’s many Mall crawls yesterday, she came to the following conclusion . . .again: Forget the World is Flat . . . the World is FAT. Newsflash. Americans are fat and getting fatter. If you want THE consumer play—it’s what I affectionately call the Plus-size Sector. Talented Blonde has been bullish on Plus-size for a long time, and quite frankly, I’m flummoxed as to why the Street STILL DOESN’T GET IT. This is a demographic that is . . .er . . .um . . . rapidly expanding (had to go there) and crosses all age demographics.When I was growing up, there was one fat kid in class and one “ethnic” kid; kind of like episodes of Charlie Brown. We also did this wild and crazy thing after school. We went outside! However, now kids are morbidly obese, and sadly, so are their parents. So, it’s not just a boomer play, it’s kids: it’s tweens, it’s teens, this is a multi-generational theme.
Apparently the Street doesn’t think that “fat” is sexy. But you know what is . . . MONEY. The Street LOVES money. And if they focused on the fatties—they’d be rolling in it. Take a look around, people. Jennifer Hudson was on the cover of Vogue for God’s sake. Look at American Idol, Jordin Sparks. Um, she could EAT Ryan Seacrest. Now, you must know that Talented Blonde is the Ed Koch of Retail: I’m an equal-opportunity hater. So don’t flip out thinking I despise obese people. I just see what I see. That’s called trend watching.
Here’s the deal: there are very few– if any– apparel companies that understand the plus-size consumer, or if they do, they can’t execute the concept successfully. This is especially evident in the TEEN space. I know, I know, you’re shouting at my screen right now, barking about the GAP, or American Eagle, or JCP, and their lame offering on-line of some “extended” sizes. BEAT IT. Plus size teens need to try on everything. They don’t like eyeballing things on the web and praying the stuff will fit three days later. Yet another example of how these teen retailers don’t understand their plus size demo. Trust moi—every teen retailer out there has a fat kid dying to wear their clothes . . .if they could. Talented Blonde thinks this is money left on the table-Naughty! One can play this Plus-size theme in a multitude of ways. Over the next few posts I will share my thoughts on making the most from those that weigh the most!
I’m OBSESSED!
Casual Male Retail Group (CMRG)
Philips Van Heusen (PVH) Plus-size Calvins? We likey!
Ralph Lauren (RL) Come on-there’s nothing he can’t do.
I’m DEVASTATED!
Charming Shoppes(CHRS)
United Retail Group (URGI)
Hot Topic (HOTT)
Charming Shoppes-CHRS
Plus-size teens don’t want to wear Lane Bryant, people. Plus-size teen girls want to wear the same thing their skinny friends are wearing!! This isn’t a difficult concept to figure out. I would love to see ANF, or JCG roll out a shop in shop with larger sizes dedicated to this demo. Or—GASP-even a free-standing concept (I mean Martin-and OSA? COME ON.) I know, they have Fashion Bug, but geeeeeeeeeeeeeeez, can you get some good product in there that sells? How many graphic T’s do you need? Beat it. PS-color me crazy, but I’m always leery of a CEO of a Plus-size firm that’s a size 2. Just a thought.
Hot Topic- HOTT
Of course I’m referring to Torrid, their plus-size concept for those of you who are new to Talented Blonde. And yes, we KNOW the world is trading on SAC. Yawn. Now, I was obsessed with this concept when it first appeared at the Mall a few years ago. Early adopters of this concept were drawn to their Rocka-billy and Goth offerings, which, at the time was really all there was in the Mall for this consumer. However, HOTT made one grave mistake: Plus-size teens sure as hell don’t want to wear black and red Goth outfits. . .forever. Here’s a tip HOTT: plus-size girls aren’t ALL Goth chicks
. . . and they’re not ALL taking Swing Dancing Classes either. . . (um 1996 called). One of the reasons I love teen retail so much is due to its volatility. Fashion is fickle. Teens are uber fickle. Teen fashion is dynamic, and constantly morphing and changing. Company managements have to keep up with that! Granted, Torrid has some great brands, lie Betsy Johnson, Rocawear, and Baby Phat, etc. But, there’s still that GOTH wall. BEAT IT. Just take a deep breath and get rid of it!!!!! Your business will thank you!
Casual Male Retail Group (CMRG)
Market share leader. These guys own the space for men and young men that fit the Big and Tall bill. Nautica, Polo, all the good stuff . Moreover, they just launched a new catalog effort & brilliant website called LivingXL.com Filed by admin at June 27th, 2007 under Plus Size