While some brands who extend into plus sizes only offer it online, Draper James is taking it a step further and also offering plus sizes in-store.
Launching with their new spring 2019 collection, the official press release explains how this size expansion came into fruition:
“The size expansion launch was inspired by the brand’s continuous goal to make Draper James more inclusive and to continue to promote Reese’s motto, ‘make pretty easy’ with prices ranging from $38 to $175.”
Reese Witherspoon, Founder and Creative Director of Draper James, said:
“This is a launch that is so close to my heart. We learn so much from communicating with our customers on social media, and this is something they were asking for. We were able to take the positive feedback from our shoppers and women who wanted to wear our clothes and work to create these new inclusive pieces for them.”
The brand will feature plus size styles in the same prints, patterns, fabrics and price. Draper James also wants their customer to have a “cohesive” shopping experience, where all the sizes will be on the same rack and space together in-store. On their website, they aim to make shopping seamless by having a section to showcase plus sizes.
Draper James also plans to revamp their campaign and ecommerce imagery, to feature women of diverse body types to promote the size expansion.
“This first spring delivery [hitting retail today] is an exciting first step in our journey to create a more inclusive brand for our existing and hopefully new customers alike. I am proud that our team developed these products entirely in house and we will continue to gather feedback from the community and evolve, with a goal of offering all styles in a full size-range in the near future.”
However, this is a step in the right direction and sending a strong message to the retail industry that offering plus sizes is not a bad thing. Plus size women are women, period, and they shop, too.
Kudos to Draper James for not only offering plus sizes at the same price in the same styles but also offering the styles in-store and using their imagery to reflect that. We can’t wait to see what they do next.