Fashion
Word on the Street: Kohl’s To Launch Private-Label Plus Size Brand Up To 4X
The mega retailer is the latest company to evolve their plus size clothing assortment while furthering their extended sizes offerings.
Kohl’s announced this week that it will be launching a private-label plus size brand called EVRI, which stands for Easy, Versatile, Real (Value) and Inspiring. The move is meant to enhance Kohl’s present offerings for plus size women and strengthen their position as a destination for the plus size shopper.
You asked, we listened! Get ready for a stylish new brand available in sizes 0X-4X and 14W-30W. EVRI: Coming spring 2019 to a Kohl’s near you. pic.twitter.com/689ylgxgaV
— Kohl's (@Kohls) September 25, 2018
With only 247 items currently available in sizes 26 and 4X, this is definitely a positive move for the company in becoming more accessible to another segment of customers. While they deem it size-inclusive and meant for women of ALL shapes and sizes, we think of this as a step in that direction. They’re just not there yet.
Size-inclusive means all sizes and not just ones that companies choose to end the size range at. Stopping at a 4X and size 30W is not being size inclusive.
Read more: What Does “Size Inclusive” Truly Mean?
According to the retailer, their goal with EVRI is to empower plus size women with stylish and functional pieces. Doug Howe, Kohl’s chief merchandising officer said:
“We’re proud to introduce EVRI apparel and enhance our women’s plus offerings to Kohl’s customers nationwide. We’ve seen an opportunity to better meet the needs of our customers and are focused on providing the products and experience she expects. From a revamped store layout to fit-focused sizing, the addition of EVRI to our women’s portfolio further illustrates our commitment to providing all customers with a positive and easy shopping experience.”
EVRI will offer modern wardrobe essentials and relevant fashion wear that can be worn from day to night, with Kohl’s signature quality and value. The brand wants to focus on fit and creating an easy shopping experience.
Kohl’s seems to want to incorporate a personal aspect to the customer experience and we applaud them for that. However, we have to stress that a woman can feel confident in her own skin and not have to seek out “flattering” clothing to achieve that.
The two big wins with EVRI is that it will be available in-store AND online, and will feature petites and tall sizing. Kohl’s will also offer clothing that takes in account a woman’s body shape, offering additional options in “more curvy” and “less curvy”.
EVRI is set to launch in Spring 2019 and Kohl’s promises that this is just one facet of their transformation of its plus shopping experience in-store and on Kohls.com:
“In Fall 2019, customers will experience Kohl’s redesigned plus in-store layout, which will provide an elevated and cohesive space, allowing women to easily find their best fit in their favorite brands, with apparel specifically designed to meet their needs.”
This comes at a crucial time when plus size women are forced to shop primarily online, due to the lack of plus size brick-and-mortar stores.
We’re excited for EVRI but we hope that Kohl’s remains open to truly finding out what their customer wants and also, refining their language when talking to her.
Our suggestions? Uplift her and recognize that she wants to dress nicely now and not 20 pounds from now. We hope they will use influencers of varying sizes and shapes to consult with and promote the brand. We hope they align with influencers that resonate with customers and the Kohl’s brand and not just choose those with high numbers without vetting them. And please don’t forget those influencers over a size 22 and influencers of color!
Top (from left to right): Liz of With Wonder & Whimsy and Ruthie of RuthieFonseca.com // Bottom (from left to right): Miranda of The Plus Life Blog and Faith of Faithfully Yours
With existing brands such as POPSUGAR at Kohl’s, Simply Vera Vera Wang, LC Lauren Conrad, Jennifer Lopez, Croft & Barrow, Levi, Lee, Gloria Vanderbelt and Dana Buchman, Kohl’s has the potential to give Target and JC Penney a run for their money. We shall see.
Read more: Lauren Conrad Expanding into Plus Sizes on Her Line at Kohl’s
What do you think of Kohl’s launching their new brand EVRI next spring? Follow us on social media @plusmodelmag and let us know!
You can check out what Kohl’s currently offers the plus size woman here.
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
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@loralyee
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Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@panamakish
@felicityhayward
@nizzymacc
@danielle_nekole
@whatkaliwears
@tiffythefashionslayer
Feature
SwimStar All Stars Partnership With Renowned Plus-size Model and Swimsuits For All Ambassador, Denise Bidot
Inclusive Swimwear Brand Collaborates with Prominent Plus-Size Model Denise Bidot to Empower Aspiring Models…
Swimsuits For All, a pioneer in inclusive swimwear, proudly introduces its inaugural SwimStar All Stars campaign in partnership with renowned plus-size model and Swimsuits For All ambassador, Denise Bidot. This collaboration marks a significant milestone, nearly a decade following Denise’s groundbreaking “Beach Body, Not Sorry” campaign with Swimsuits For All in 2015, which showcased unretouched imagery aimed at promoting unapologetic confidence.
Denise Bidot and Swimsuits For All have jointly unveiled the SwimStar All Stars nationwide search, dedicated to discovering emerging talent in the realm of swimsuit modeling. Encouraging aspiring models to share their personal narratives, the initiative aims to inspire women of all backgrounds, shapes, and sizes. Following a rigorous selection process, Brittany Wilborn, Camryn Henry, and Sharon Clawson emerged as the chosen winners. In January 2024, these models embarked on a transformative journey to Harbour Island, where they had the unparalleled opportunity to shoot alongside Denise under the expert direction of internationally acclaimed photographer and director, Ben Watts.
Reflecting on the initiative, Denise Bidot remarked, “This was a truly exceptional opportunity to celebrate the diversity of plus-size models and cultivate an atmosphere of support, empowerment, and knowledge sharing. The camaraderie on set was palpable, and I am deeply honored to impart the wisdom and insights I’ve garnered throughout my career. Opportunities like these are scarce for plus-size models in the industry, and it has been a privilege to collaborate with the exceptional team at Swimsuits for All to bring this campaign to fruition.”
The models showcased the latest swimwear offerings from the Swimsuits for All 2024 collection, featuring innovative designs tailored to meet the diverse needs of women, including:
Feel-good Fits: Addressing common concerns such as tummy bulges and fit issues, Swimsuits for All offers a range of fits designed to instill confidence and comfort in every body. Incorporating features like Power Mesh for a smooth, flattering silhouette, and adjustable straps for customizable support, the collection caters to various body types.
Bold Prints & Colors for Summer: The summer swimwear collection boasts vibrant colors and captivating prints, injecting excitement and personality into beach and poolside attire. From vivid neon hues to tropical motifs, the collection encourages self-expression and style experimentation.
Liquid Shine: Introducing Liquid Shine, a striking swim fabrication characterized by a glossy, liquid-like finish, adding an edgy allure to beachwear. Available in multiple silhouettes, including bikinis, Liquid Shine ensures you stand out with confidence.
Bikinis that Suit You Best: The Mix & Match Bikini collection offers a personalized approach to swimwear, allowing individuals to mix and match colors and silhouettes for a bespoke look tailored to their preferences.
Beyond showcasing inclusive swimwear designs, the SwimStar All Stars campaign embodies a celebration of women uplifting one another in an industry often marked by competitiveness. Throughout the week-long shoot, models engaged in one-on-one sessions with Denise, fostering meaningful dialogue about the evolving representation of plus-size bodies in swim and fashion.
Jordan Hauser, Senior Director of E-Commerce & Marketing, expressed, “This campaign transcends conventional notions of body positivity and representation in the swim and fashion industries. It is a testament to the power of storytelling and authenticity in reflecting the diverse experiences of our customer base. We are committed to fostering a movement where women find strength in unity, and we are thrilled to embark on this journey alongside Denise Bidot, one of the industry’s foremost advocates for inclusivity.”
The summer 2024 swimwear collection is now available. For further details about Swimsuits For All and the SwimStar All Stars campaign, please visit www.swimsuitsforall.com.
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@plussizewildflower
@msgigggles
@talitakate
@valeriemaroneyy
@curvy_ambassador
@nativeactress
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@pridantas93
@shunitawynne
@nostalgic_nayok
@dlovecurve
@ariwearsthings
@thickfitdee
Plus Size Fashion Inspiration from YOU! Our fabulous readers share plus size fashion inspo on Instagram!
…Want to share your style inspo? Click here to follow us on Instagram and hashtag your pictures with #CelebrateMySize. You may be featured on our Instagram page or website.
@amandaneumanoficial
@aaliyahrenaa
@iheartcandyboo
@organiccurves_
@annemanyi
@johanamaya81
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