Behind the Line: Plus Size gets an Extra Fresh Makeover

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We have spent a great deal of time over the last year gathering feedback to ensure that our Extra Fresh line is meeting the needs of today’s plus size customer. This journey began in late 2013 when we hired an independent research company to meet one-on-one with groups of plus size women in our top Extra Fresh markets. The objective was simple: identify the needs of the plus size customer and have her evaluate our performance on meeting those needs. The data was compelling, emotional and ultimately incredibly inspiring for the task force that had been created to oversee the work.

The bottom line: All women want to feel inspired, confident and pretty, and yet we hadn’t been doing a great job executing that with our previous plus size line.

A few comments from our plus size customers:

“No more moo moos!”

“I’m sorry, but I don’t know anyone who is shaped like a square.”

“Stop assuming that I want to cover up all my curves. Some of them, maybe. But most of them I am quite proud of and I want to show them off!

“Why is it that once you move from a size XL to a 1X, everything becomes so frumpy and fashion-less?”

Based on this feedback, we’ve spent the better part of 2014 re-imagining the Extra Fresh assortment, re-working the fit, updating silhouettes and designs, and paying attention to the little details that make all of us reach for the same garments again and again. You’ll see an immediate difference when you try on the new styles as we have adjusted our fit from being too boxy and oversized to more proportionate, contoured and sleek. Our plus size offering used to consist of mostly basics in our great colors but this time around we are trying to pack as much fashion into the assortment as our Adult line.

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Our new Extra Fresh plus size line will be introduced online and in stores on November 19, with brand new must-have silhouettes and updated classics in the latest FP colors. The assortment will continue to grow through early 2015 starting with new printed styles coming your way this December.

Crossback Tank 400B0273-RESIZE

Create a super cute, active look by pairing sneakers and the Somerset Shirt, Crossback Tank, and KUT from the Kloth Denim in Plus Size!

Luna Top 400B0386-RESIZE

The Luna Top paired with the Catalina Top in Brushed Stripe and KUT from the Kloth Denim makes a relaxed, fun outfit.

Studio-Top-400B0593-RESIZE

Perfect for an autumn happy hour, the Studio Top in Plus Size is fashionable yet cozy for colder days.

Sunburst Dress 400B0223-RESIZE-alter

Our Sunburst Dress, now in Plus Size, will flatter your curves with gentle raw edge seams that flow from the top down to the asymmetrical hem.

Somerset Shirt - IMP Adrift Skirt-RESIZE

The contrast and texture of the grey Adrift Skirt and the light washed Somerset Shirt makes this an effortlessly fashion-forward outfit.

Marina Skirt 400B0476-RESIZE

The Marina Skirt paired with the Luna Top is a great winter-getaway outfit!

 

We hope you’ll love the new assortment as much as we enjoyed working on it. Please keep your comments coming – we read, share and pay attention to all of them!

UPDATED! The New Plus Size Line has launched, and it is only the beginning! Continue to check back through December and January for more new prints, colors, and styles! Click here to view all of our just-released styles.

53 Comments

  • November 12, 2014

    Adrienne

    Yay! It’s about time!!!

    • November 12, 2014

      Fresh Produce

      Thanks for reading and commenting Adrienne! We are so excited for this announcement!

  • November 12, 2014

    Jill Blake

    Yes yes and yes

    • November 12, 2014

      Fresh Produce

      We feel the same Jill! Can’t wait for you to see the new line!

  • November 12, 2014

    Harriet Gordon

    We need a short sleeve shirt with a longer sleeve to cover our upper arm. U used to carry an Avalin one size fits all that was perfect but Avalin stopped making them

    • November 12, 2014

      Fresh Produce

      Hello Harriet, thank you for reading and commenting on the post and for your design feedback! We were very conscious of the new, overall fit for this plus size line, and there will be a wide assortment of more relaxed tees with a longer and/or looser sleeve. Make sure to let us know what you think of the new fit, we would love to hear your feedback!

  • November 12, 2014

    Penny Moore

    In your re-design of Plus size fashions, I wonder if you have worked on the neck line size of your crew neck t-shirts. I emailed a couple of times in the last few years about how HUGE and overly big the necklines of your tee shirts were. Necklines are meant to have a bit of stretch, and no matter if a woman is a 1X or a 3X, her neck and head are not 26 inches wide. I measured my 1x and 2x t-shirt necklines at 26 inches .
    I gave up buying any of your crew neck t-shirts and have purchased only a few that have a V-neck, because those huge neck lines made me (or anyone) look sloppy and unkempt. No matter what body size, a woman doesn’t want to look sloppy. I will check out your “redesigned ” line to see if your necklines on the t-shirts have improved. If not, you’ve lost me as a customer.

    • November 12, 2014

      Fresh Produce

      Thank you so much for reading and commenting on our blog post! You will be happy to hear that we have re-designed the neckline so that it won’t be falling of your shoulders, and will have a much more presentable look. This was actually one of the most important re-designs for the new line! We can’t wait for you to try the new neckline out, and please let us know what you think after you do!

  • November 12, 2014

    Emily Dinder

    Thank you. Can’t wait to see new offerings! It has been depressing to see what the regular sized women get to wear and then looking over to the plus size. Have been feeling a bit left out.

    I have been recovering from a foot injury. I have been wearing FP for the last month. Your clothes make me feel beautiful!!!

    • November 12, 2014

      Fresh Produce

      Thank you for reading and commenting Emily! We are so happy to be able to finally offer new styles for plus size.
      We hope you are recovering well and that Fresh Produce is helping you feel your best during the process! Keep shining!

  • November 12, 2014

    Gail McCrate

    I’ve read your post and sincerely hope that you’re going back to the 100% cotton knits rather than these blend fabrics that are too clingy and do not wash and wear well. I miss the cotton knit fabrics and styles of 8 to 10 years ago. I still appreciate the classic basics like your Feminine Logo Tee and Jersey Pants. Please keep them as available basics for your long time customers adding prints to the tops like you used to do. Thank you.

    • November 12, 2014

      Fresh Produce

      Hello Gail, thank you for your feedback about our fabric! We will always have the classic, 100% cotton styles and will be updating these silhouettes to fit better for the plus size figure!

  • November 12, 2014

    Calon

    Sorry. This doesn’t look like we were heard.

    • November 12, 2014

      Fresh Produce

      Hello Calon, thank you for your feedback! These are just a few of the initial styles we are launching, and there are many more to come over the next few months. If there is specific feedback you would like to provide, we would love to hear about it. Please send us an email at freshproduce@fpcolor.com and lets talk more!

  • November 12, 2014

    Kim

    I look forward to seeing the new stuff!

    • November 12, 2014

      Fresh Produce

      Hi Kim,
      THank you for reading the post and for commenting! We look forward to hearing what you think of it!

  • November 12, 2014

    Patti D

    PLEASE put pockets in the Marco island pedal pushers!!!
    And, elbow or 3/4 length sleeves in the tees/dresses….. Most of plus sizes show way too much upper, batwing arms….the cap/short sleeves are toooo short to be flattering!
    Will be happy to see the new look for plus size!

    • November 12, 2014

      Fresh Produce

      Hello Patti, thank you for sharing your feedback! We will make sure to pass along the request for pockets on the Marco Island Pedal Pusher to our design teams. For the new plus size line, we were conscious of a better, overall design fit for a fuller figure. You will see this new, more flattering fit in our basic and classic styles next week, and then more complementary, fashion-forward styles will be released over coming months. We can’t wait to hear what you think of the new fit and styles!

  • November 12, 2014

    Marlys Sams

    Good start. I fell in love with your colorful clothes years ago but find it harder to purchase your line as I grow older & rounder. I just had to send another top back because the upper arms were too tight. Please keep listening & keep the brighter, sassier styles coming. Just because we are larger doesn’t mean we are dull & dumpy.

    • November 12, 2014

      Fresh Produce

      Thank you for your feedback Marylys, and thank you for supporting the brand! We re-designed the new Extra Fresh line with a conscious effort to be more fitted and flattering to a fuller figure overall. With that said, there is also a much wider assortment of silhouettes on the way for you, including more fitted sleeves to a more relaxed sleeve! We can’t wait to hear what you think about them!

  • November 12, 2014

    Kathy

    Thank you…thank you!!! I have been drooling looking at the new fashion & prints you have for the fall in size sm-xl wishing you’d make more for extra fresh !!! bring it on 🙂

    • November 12, 2014

      Fresh Produce

      Kathy, thank YOU for supporting our brand! Let us know what you think of the new plus size styles, colors, and prints when they begin to be released next week!

  • November 12, 2014

    Elizabeth Fischer

    Can. Not. Wait. !! This is so exciting! Maybe I can retire one of my old surplice dresses that I have been wearing for 10 years! Nah, just add more new! This is great news!

    • November 12, 2014

      Fresh Produce

      Elizabeth, we are loving your energy and are just as excited as you are for this launch!

  • November 12, 2014

    Penny

    QVC carries all their clothes in xxs through 3x. And for the same price. That way you don’t get the frumpy styles and prints. I can’t believe any plus size woman wants pockets on her boobs or horizontal stripes or huge necklines or a square shirt. Am looking forward to your new designs as I had quit shopping Fresh Produce because of the above reasons.

  • November 12, 2014

    Karen

    I hope you remembered that plus size women aren’t flattered by horizontal stripes. Any chance you considered sizing in short and/or talls? As a short and round person I found that your dresses hit me at the ankles, pants need to be Capri length as they fit at my ankles or “flood” length, and most cardigan styles hit below the knees. A very dumpy and unflattering look for short people. I’m sure tall ladies have the reverse problem. Can’t wait to see what you have created. Just got back from a month vacation at the beach. All my new clingy fabric light weight clothes stayed on their hangers. My cotton pants and v- neck t-shirts from 15 years ago were worn everyday. I received many compliments on my “oldies”!!!

  • November 12, 2014

    Jennifer H

    I am so pleased to hear about this. I love your plus line but so many of the items had print fabric that was well….campy. Not something I could wear to work on a casual day. I also find the necklines are far to large on most plus size so I’m happy to hear that being addressed as well as sleeve length. Cotton fabrics over synthetics always! I will definitely be checking back to see the new items and I already want to try the jeans in the pictures!

  • November 12, 2014

    Cindy

    I’m excited to see the new Plus Size clothing line when it comes out! I love Fresh Produce clothes, but since there are no stores near me, I order online. The problem I have is that some of the tops, besides having short sleeves that are too short, the length of the tops aren’t always long enough for me, unless I order a top that is tunic length.

    It would be helpful if in your online description of tops you could list the length of the top. I prefer a top that is 30-31″ in length. I don’t think shorter tops are that flattering, for me, anyway.

    • November 18, 2014

      Fresh Produce

      Hello Cindy, thank you for reading and commenting on our blog! We are just as excited for you to see the new Plus Size line! We are happy to say that we will be offering longer tops with more relaxed fit. Thank you for your feedback about the length you prefer! We will pass this along to our design team here!

  • November 12, 2014

    Ellen Tew

    Please make that cotton cardigan with snaps available in plus sizes!

    • November 18, 2014

      Fresh Produce

      Hello Ellen, thank you for reading the blost post and for your design suggestion! We will pass this along to the design team.

  • November 12, 2014

    Robin Selfe

    I wear your clothes every day. i live on kauai and your designs are perfect for our climate. i must admit that i have grown weary of the light weight clingy t-shirts with the uneven bottoms and the too big scoop neck. they look the best layered but it is too hot here for that. some of us still love the sleeveless tank dresses and sleeveless tanks that i consider your classics design. they are the perfect weight fabric for our hot climate. i miss the v neck tanks that worked with everything -mine are finally wearing out and have been moved to the gardening clothes drawers. i am looking forward to your redesign. hopefully you have kept the elastic waist in your capris and shorts.

    • November 18, 2014

      Fresh Produce

      Hi Robin, thank you for reading and commenting on our blog post! We are excited to say that we will have a new tank for plus size that will be perfect for your Hawaiian climate! Let us know what you think of the new design!
      PS- We have kept the elastic waist in the newly designed capris and shorts!

  • November 12, 2014

    Lou Roberg

    I purchased several v neck t shirts and 3 bottoms about 8 years ago in Marco Island. I cannot tell you how many times I’ve washed them. One is literally falling apart at the seams, and will have to be fixed, as I cannot bear to get rid of it. I would love to see that cotton fabric return. It truly wears like iron, and there is nothing more comfortable. Can’t wait to see what you bring to us.

    • November 18, 2014

      Fresh Produce

      Hi Lou! Thank you for commenting on our post! We are so thankful to hear how much you’ve loved our product for so many years! We will have numerous cotton knit styles for you to try in new silhouettes. Please let us know what you think!

  • November 12, 2014

    Barbara

    I can’t wait for the redesigns to come out. I fell in love with fresh produce when I went to Balboa Island.

    • November 18, 2014

      Fresh Produce

      Hello Barbara! Thank for you reading the post, and for sharing your love of Fresh Produce! Check back tomorrow and let us know what you think of the new designs!

  • November 12, 2014

    Julie

    Looking forward to the new styles as a longtime FP Extra Fresh customer! Please keep prints coming and styles with longer than a cap sleeve — not flattering to many of us Extra Fresh customers. The 3/4 sleeves have been great! I too favor the 100% cotton options. I wear FP most days of the week and always get compliments on colors, prints, and styles, so keep it up!!

    • November 18, 2014

      Fresh Produce

      Hi Julie, thank you for reading and commenting on our post! We have been listening, and are so thrilled to launch the newly designed Extra Fresh Plus Size styles!

  • November 13, 2014

    Gail King

    I am so glad you are redesigning your plus size clothes. The BIG necklines and Short sleeves make us look so sloppy and unkept. Just because we are plus size doesn’t mean we don’t care how we look. I’m a breast cancer survivor and didn’t have reconstruction because of so much radiation. I really dont want my surgery scars to be on display. Could you please, please just make a T shirt in solid colors with a neckline that actually comes up around your neck and sleeves to the elbow or even 3/4 sleeves. I love your clothes and colors, but can hardly find anything I can use anymore. Sure do hope you’re listening and thanks for letting me have a say.

    • November 18, 2014

      Fresh Produce

      Hi Gail, thank you for reading and commenting on our blog. We are happy to say that there will be more than just one choice for solid color, 3/4 to long sleeve tees with re-designed necklines for plus size. Our line launches tomorrow, so please make sure to come back and check these new styles!

  • November 14, 2014

    Pam

    It all sounds so wonderful! I hope you have a lot of elbow length sleeves that are nice and roomy!

    • November 18, 2014

      Fresh Produce

      Hello Pam, thank you for reading and commenting on our post! We will be introducing quite a few 3/4 sleeve tops for plus size! Make sure to check back tomorrow and let us know what you think of the the elbow-length tees!

  • November 16, 2014

    Pat

    I love the cotton knit pedal
    Pushers. Pockets would be nice. So excited…have spent$$$$$ on your clothes and often wish for some of the xl styles. Thank you!!!!

    • November 18, 2014

      Fresh Produce

      Hello Pat! Thank you so much for reading the post and for supporting our Fresh Produce! The cotton knit pedal pushers are super comfy! But guess what! We are introducing a brand new, 100% cotton knit pedal pusher tomorrow, 11/19, in our new plus size line! Make sure to check back and let us know what you think!

  • November 19, 2014

    Wendy

    I am disappointed in the “new” plus size clothes. There were a couple of nice additions (the cross-back tank top and new t-shirts), but other than those, the colors were the same, and where are the great prints the non-plus size women are getting? Only 2 pages of clothes on line? It doesn’t look like much thought went into this at all. What is so difficult about making the same types of clothes you make for non-plus size people in plus sizes? Manufacturers seem to have no problem doing this for petites. Even some children’s clothing appear to be just miniatures of adult clothes (i.e. leopard print leggings and crop tops for pre-schoolers, etc.) Why not please the MANY plus-size women and give them the same clothes you give to non-plus size women? I’ll bet my last donut you would see your profits rise.

    • November 19, 2014

      Fresh Produce

      Hello Wendy, thank you for reading our post and for your positive feedback! We do only have two pages now, but this is truly only the beginning! This “first” launch was focused on providing a wider selection of basic pieces, redesigning the fit based on customer feedback, and introducing never seen before styles, as well as existing styles in new colors!! Coming up in December, we will have a new print, and then in January we will be releasing more styles and colors that mirror the adult line. We are truly as anxious as you are to see more styles added to the line! Stayed tuned throughout December and January for more styles to be continually added, and in the meantime, there are new styles that already mirror our adult line, like the super trendy Somerset Shirt and Catalina Top. Plus, a few of our more classic silhouettes, like the Logo Fem T, are available in the new seasons’ colors, such as Red Coral!

  • November 19, 2014

    Deb

    It’s nice to see you have taken note of the too large necklines and too short cap sleeve problem. ; ) I like my clothing loose so I find myself often choosing xxl or 1x instead of l or xl. Why is there such a price jump for plus sizing? There is not THAT much more fabric or work involved. The price difference shouldn’t be so much.

    • November 19, 2014

      Fresh Produce

      Thank you for your comment and question about why the larger sizes cost more in the store and we hope you enjoy exploring the new styles that are in the pipeline for spring! We know that it seems crazy that the 1X costs more than and XXL, and the answer lies in cost averaging. When styles are created, the Missy sizes (XS-XXL) and the Extra Fresh sizes (1X-3X) are fit on different models, and they get separated throughout the process. Our goal is for both versions to have the same overall look, but usually it’s two slightly different versions of the same garment. Proportions get changed to keep everything figure flattering – darts might be added or subtracted – that all happens as we fit each style. Once we’ve settled on a great fit for each size range, costing begins. The XS-XXL is averaged and costs as one, and the same goes for the 1x-3X. So the XXL benefits from the smaller sizes it’s combined with but the 1X is combined with larger sizes which push the costing a bit higher. For our garments, it¹s not just an increase in fabric and sewing, but also in our dyeing costs because our special garment dye process is based on the weight of the total number of garments that we’re dyeing together. The Extra Fresh garments do cost more to make, but once the cost is finalized; we use the same pricing calculations to come up with the retail prices as we do for all our other garments.

  • November 19, 2014

    Kelly M

    One of the things that was so good about your old line was that 3x was 24/26 to see you revamped your sizes so all your plus sized options no longer go as big is incredibly disappointing. Your company was one of the few I could shop at that was made in America and supporting small business and I have literally spent thousands of dollars on your clothes.

    You have lost me as a customer now because you’ve cut me out of your plus sized line.

    Sincerely a very disappointed loyal customer

    • November 19, 2014

      Fresh Produce

      Hi Kelly, thank you so much for reading and commenting on our blog post! We love hearing from loyal customers like yourself. We’re sorry to hear that you were not happy with the new sizing. Let us email you directly to discuss the sizing, as we really don’t want to see you miss out on the new line! Please watch out for our email! Thank you again, Kelly!

      • November 20, 2014

        Wendy

        Hi, I just read Kelly M’s post about the 3X sizing no longer matching the old 3X sizing. I really hope this isn’t true, because that is definitely my size, although in some things that I like to be looser, a 4X would be great. Please make the 3X (and hopefully 4Xs in future) fit the size it always had in the past. Looking forward to seeing changes.

  • January 2, 2015

    Lynn

    The studio top is fabulous and the colors are delicious.