ModCloth has just announced the removal of its plus-size section from its stores and on its website. But it's not what you think! The retailer will not stop selling plus-size clothing; rather, these sizes will be integrated into the rest of the site, as it should be.
This transition comes as a result of a ModCloth survey that revealed some staggering data: 65 percent of women feel that the fashion industry ignores the needs of the plus-size community. Additionally, 74 percent of plus-size women feel frustrated when they shop and another 65 percent feel excluded. Having a separate section for plus-sized clothing certainly doesn't help.
The company debuted their namesake label campaign in August—and every single item comes in an extended size range. This range includes not only larger sizes, also includes sizes that are smaller, shorter or taller than the traditional small, medium and large.
At two pop-up shops in San Francisco and Los Angeles, ModCloth saw profound results in its venture. “Lovely ladies of all shapes, sizes, and silhouettes were stepping out of the dressing rooms in the same stunning styles, and complimenting one another,” wrote ModCloth blogger Natalie.
“Seeing friends come into the shop, different body types and shapes, looking at the same fashion, trying on the same styles, even wearing the same exact dresses and having it be very collaborative and fun was really impactful,” said ModCloth CEO Matt Kaness.
This is an amazing step for society—after all, shopping should be defined by type of clothing, not type of body.
ModCloth founder Susan Gregg Koger is optimistic about the future of the fashion industry. “At ModCloth, we certainly aren’t perfect, but by retiring ‘Plus’ from our site, we’re making a statement,” she said. “That statement will not only provide a better shopping experience for our community today, but hopefully will spark a change in the broader fashion industry in the future.”
Check out the updated ModCloth website now!