Refinery 29 - Why Do So Many Plus-Size Fashion Launches Fall Short?

July 12, 2022

That step-by-step process allows a brand more time to build out a customer base that previously didn’t exist while maintaining its existing customer base. “It’s most efficient to focus on customers you have rather than try to build new ones,” says Micki Krimmel, founder and CEO of size-inclusive brand Superfit Hero. “Expanding from a 2X to 3X is not necessarily the ‘revolution’ that the fat community is looking for, but it makes sense for [brands like] Athleta, for instance, that have built into plus slowly. They market their commitment to inclusivity while still focusing on their current customer."

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Sporty Sexy Swimwear for Backyard Pool Parties, Beach Days and More

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Refinery 29 - These Are Some Of The Coolest Plus-Size Bike Shorts On The Internet

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