M.M.LaFleur Pulls Back On Plus Options
M.M. LaFleur Credit: Yujin Kim / Retail Dive
How do you miss something you never knew you had?
Imagine being confused about why your plus-size selection didn’t sell when you literally did not promote it at all and hid it on your website and socials https://t.co/x7Ov4TNcsG
— Gianluca Russo (@G_Russo1) February 19, 2020
When it was announced in RetailDive that M.M.LaFleur was no longer carrying plus sizes the plus sizes world stopped! The plus sizes world said M.M.LaFleur carries plus size?! Really since when?!
M.M.LaFleur founder and CEO Sarah LaFleur said in the email sent to customers saying the company is pulling back on plus options, “We have scaled back on developing entirely new styles in plus sizes.” This left the plus-size community scratching their heads because there was never a scale-up screen from the brand.
The brand also said they will continue to “refresh our best-selling plus-size pieces in new colors and fabrics,” and has 14 new styles within its current spring collection, according to LaFleur. After looking at the current plus-size options EVERYTHING looks very basic in color and style. Thank you M.M.LaFleur for all the black and wallpaper gray options. As for the 14 new styles and new colors I’d love to see it.
“[T]he truth is that we’ve been struggling to sell enough of our plus-size clothing to offset the cost of producing it,” said LaFleur. If you don’t promote that you carry plus sizes how to you expect to sell plus sizes? In looking at their Instagram I had to go back months to find someone who clearly looked plus. With one-third of female consumers identifying as plus-size, per NPD Group’s Consumer Tracking Service there is money to be made.
If you’re looking for quality ready-to-wear work wear I recommend brands like Eloquii and Universal Standard.
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