Plus size fashion continues to evolve and this new site is proof of that.
CoEdition, the first contemporary multi-brand site dedicated to savvy, style conscious plus size women, launched this week and it is right on time.
Even though plus size apparel is a billion dollar business, we continue to be under-served in the traditional retail landscape. This website aims to change the way women shop by curating the best in contemporary fashion in sizes 10 to 26. Focused on putting these women front and center, CoEdition wants to offer fashion with a community touch for women to discover the brands they love and share that love.
CoEdition is founded by an experienced group of fashion, e-commerce and tech leaders with decades of experience launching, working for and building brands such as Gilt Groupe, Gap Inc. and Saks Fifth Avenue. The team includes Keith George (CEO), Brooke Cundiff (Chief Merchandising Officer), Kent Helbig (Chief Operating Officer & Chief Technology Officer) and Kevin Ryan, a founder and tech disruptor in multiple industries.
These individuals want to break down the barriers for all women in the fashion space and transform the retail industry as a whole.
According to the official press release:
“CoEdition will not only feature the best of what designers have to offer each season, but will do so through a trusted editorial voice, offering original content which brings the site’s diverse selections to life and allows customers to discover both the product and their personal sense of style. In addition, CoEdition will give women access to a passionate community of like-minded shoppers. User-generated content and reviews will provide the CoEdition woman with imagery, style tips and inspiration, as well as recommendations and feedback.”
We all know fashion is personal so CoEdition looks to be filling that void that is often missing from retail brands when marketing to the plus size customer.
The website plans to grow to more than 150 contemporary fashion brands across all categories, including apparel, shoes, swim, intimates and accessories, with the average price point at $150.
Currently, they offer a mix of well-known brands such Rachel Roy, Stuart Weitzman, Tahari as well as small successful brands such as Warp + Weft and Margaux. There’s also some international brands like City Chic and Elvi in the mix.
There will also be exclusive brand collaborations down the pipeline, including a partnership with Splendid. We love this so much, including the fact that we will have access to so many brands, some we will be discovering for the first time.
Brooke Cundiff, co-founder and Chief Merchandising Officer, said in an official statement:
“The majority of American women are size 10 or higher. Yet traditional retailers don’t cater to them. They limit their selection and push their offerings into a corner of the women’s floor or bury it at the bottom of their web page. Fashion has been too exclusionary for too long. We want to change this, starting now. CoEdition is truly inclusive. CoEdition celebrates this powerful community of women. We have listened to them. We know what they want. We put these women — and a wealth of smart style choices for them — front and center.”
We totally get what she is saying, but when brands use that word “inclusive“, it can be tricky, especially when you cut off your size range at 24/26. To be truly size inclusive means offering sizes above a 26 so I hope in the future they will be expand to include brands who offer above a 26. That way all plus size women can have access to fashion via CoEdition.
Tony Florence, general partner at New Enterprise Associates (NEA) said:
“The incredible team at CoEdition is going to break down the barriers for so many women in the fashion space. Women sizes 10 and above have been underserved in the industry for way too long now, and CoEdition is putting her first – allowing her to discover and gain access to incredible brands, all in one place. The site will also use technology to gain insight from customer reviews to create a much more personalized experience, which is an innovation that will truly serve the women and brands in this market.”
What do you think of CoEdition? Will you be shopping the site? Follow us on social media @plusmodelmag and let us know!