Clothing retail giant wants to take SA fashion from exclusivity to inclusivity
Johannesburg – South African women of all shapes and sizes should be catered for and accommodated in one clothing store and the price range of clothing should not depend on size alone.
This is the sentiment that motivated the Foschini group’s decision to merge its plus-size Donna range into a single offer.
Their “All Woman Fashion Range” will see the clothing retailer’s plus-size brand gradually disappear as a stand-alone entity as it merges with Foschini’s global offerings.
This means that plus size women will now be able to shop at Foschini stores across the country, instead of the Donna stores previously separated from the group and these stores will offer sizes ranging from 6 / XS to 30 / 3XL or 8. to 28.
As Sheri-Lee Carver-Brown, marketing manager for the clothing giant, explained to the Saturday Star this week, their merger is to “declare our commitment to more fashion, more freedom and more equality,” this will also apply to pricing. plus size clothing.
“We have a price for all sizes where other retailers charge more for plus sizes and the price range (on Donna items) is one price for all sizes, meaning the extended sizes will be at least 20 % cheaper than what we’ve ever done. been able to offer in the Donna clothing line.
Although Carver-Brown believes this is an important step in moving the South African fashion market from exclusivity to inclusiveness, she insists it has taken time and that hopefully other retailers will follow suit.
“This decision will be welcomed as it is time for a more integrated and inclusive fashion experience.”
She said South African women want an inclusive shopping experience where they can shop with all the women in their life in one destination.
“It will be a clothing line for everyone and we support that and believe in the beauty and diversity of every body.”
Carver-Brown believes that fashion inclusiveness is not just a trend and that it will have its own voice in the decades to come.
“We aim to provide trendy lines that offer something for every body and we use the latest trends to find products for our customers of all shapes and sizes. “
While the company’s inclusive range is new to South Africa, there is a growing need for fashion to cater for all kinds of women.
This has prompted some of the world’s leading designers and retailers to bring plus size lines to some of the world’s most acclaimed fashion capitals.
US luxury department store chain Nordstrom executed one of the industry’s most groundbreaking moves when it expanded its plus-size offering in 2017. The mega-retailer selected 100 brands to participate in all of its categories , including denim, underwear and sportswear. and about four years later, they have grown into one of the biggest outlets for plus size clothing needs.
Khloe Kardashian’s Good American line also started as an inclusive size denim brand in 2016, but now offers everything from activewear to dresses for any occasion.
Plus size fashion events have also exploded in recent years with the commemoration of Curvy Fest, National Curve Day and Full Figured Fashion Week.