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.
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.
Create a super cute, active look by pairing sneakers and the Somerset Shirt, Crossback Tank, and KUT from the Kloth Denim in Plus Size!
The Luna Top paired with the Catalina Top in Brushed Stripe and KUT from the Kloth Denim makes a relaxed, fun outfit.
Perfect for an autumn happy hour, the Studio Top in Plus Size is fashionable yet cozy for colder days.
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.
The contrast and texture of the grey Adrift Skirt and the light washed Somerset Shirt makes this an effortlessly fashion-forward outfit.
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.