Curves in Commerce: The Business of Plus Size Retail with Ashley Full, Founder of Amour 781

Boost Your Boutique with Emily Benson

0:51.0 Our promise to you today is that we hope you will open your mind to adding more plus size to your retail store as a vendor and how to do it in a way that's going to make you money.

3:08.6 I think sizing is one of the most challenging aspects of the plus size and extended market.

3:36.7 Extra large is not plus size. No. So there's a different size grade to the plus size demographic. So a 1x is not the same as an extra large and that's a huge misconception.

6:33.4 Size grading is crucial.

7:26.7 If you are offering plus size, don't charge me extra. You don't charge the customer that's buying from extra small to extra large any different when she buys that size wrap.

8:42.5 I think as a retail community, we really need to push vendors to take more risks in the plus size community.

10:56.4 I hear these questions all the time. So, I brought plus size into my store, Ashley. It's not selling. Why isn't it selling? Because the plus size girl is not going into your store because you've excluded her for so long.

17:55.0 We also had true representation of sizes for our models and just everybody. Cause even though the vendors will send us different photos, a lot of the time plus size is shot on like a size eight. Which then it really doesn't depict what it's going to look like.

21:20.0 Quality is key. And to help mitigate those returns, we offer the styling. So, because we carry about 65 different brands, it's kind of a wide range, so we want to make sure that you get exactly what you're looking for. So we'll set up a styling appointment with you.

22:21.2 So what are your big top three tips? So for stores, I think not excluding plus size in your size run when you're merchandising it.

23:26.6 Number two, quality. Number three is having fashion. We do not want. something fuddy duddy. We want really cool stuff.

25:27.8 Because there's nothing better than having that relatability as, as women, as we go into a fitting room, we're vulnerable, or even when you're buying something online, and you take it home, and you're in the privacy of your own home, and you can put something on, and we're, we're the most critical of ourselves.

25:58.0 That's the number one selling thing is feeling good about what you wear.

27:15.0 to be honest with you, I think all of us, retailers, vendors, we started our business because we want to make people feel good for our products, right? Like, that's easy. And I think what we're up to today is there's a huge population of women, and probably men, You don't feel good enough, though.

And we have the opportunity to help them. We have the opportunity to say, you know what? We're going to solve the problem.

Resources:

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