While much of the fashion industry seems to be dedicated to the tall and thin, some brands and retailers are seeking to deliver options for a greater variety of body types.
Such is the case with Target and Ava & Viv, a plus-size collection released by the retailer in February 2015, according to WWD. Its launch came alongside Target’s marketing strategy to promote body positivity that they have actively pushed since 2015, evidenced by their #NOFOMO swimsuit campaign earlier this year.
But as WWD points out, Ava & Viv is unique in that it doesn’t aim to serve everyone from adults to children; instead, the collection zeroes in specifically on plus sizes. “Target saw a void,” according to WWD, “and stepped in to grab a chunk of the rapidly growing $17.5 billion plus-size market.”
Target touts that 10 of the brands the retailer owns — which includes “Merona, Cherokee, Mossimo, Xhilaration, Circo and C9 by Champion” — have totaled more than $1 billion each per year in sales, a feat that Ava & Viv will likely accomplish, as it is already seeing high sales from its jeggings and skinny jeans, according to WWD.
Contributing further to its success is the buzz generated about the brand from bloggers:
“Bloggers have contributed to Ava & Viv’s success, a Target spokeswoman said. The retailer initially approached three plus-size bloggers when Ava & Viv launched. Nicolette Mason, a blogger for Marie Claire, GarnerStyle blogger Chastity Garner, and Gabi Gregg, who writes the Gabi Fresh blog. The three women gave suggestions to Target about how the Ava & Viv collection could be improved.”
Not only are bloggers creating an online awareness of the collection, the spokeswoman from Target also said that their opinions of the clothing are being taken into account as the line continues to be developed.
“The team is focused on the guest feedback,” she said. “Plus-size guests want the same style as the guest who wears a regular rtw size. We attribute a lot of the growth of Ava & Viv to the guest-centric approach and ensuring the assortment is reflective of the trends.”