Retailer launches new line called Boutique+ designed exclusively for plus-size women.
JCPenney has announced that it has collaborated with “Project Runway” winner Ashley Nell Tipton to create its first fashion brand for plus-size women called Boutique+. The line will debut in 500 stores and at jcp.com on May 1, and is “a plus-size lifestyle collection designed for the fashion minded millennial shopper.” Tipton is earmarked to create two capsule collections for the new brand. The line will launch in May, according to an Instagram post.
The plus-size market in the US is valued at $17.5 billion; the average American woman is a size 14 and 65% of US women are considered plus size. To address this reality, more and more retailers are incorporating a mix of plus-size models in their advertising as well, the Dallas Morning News pointed out. Target launched its own private brand for plus-size women in February 2015 called Ava & Viv while H&M started offering plus sizes in 2011.
“There are millions of incredibly stylish full-figured women who are seeking comfortable, well-fit clothes that offer style and versatility,” said Siiri Dougherty, senior vice president of women’s apparel at JCPenney. “JCPenney is committed to winning her loyalty by designing an entirely new modern brand made just for her and creating a dedicated shopping environment that respects her time and budget with a greater selection of affordable plus-size fashion that takes into account diverse body types.”
According to a company statement, the new brand offers feminine silhouettes, edgy patterns, and bold colors. The femme tops and dresses feature floral and paisley prints and vintage denim, and the trendy pieces range in sale price from $12.99 to $39.99.
“Teens are reinvigorating the plus-size market,” said Marshal Cohen, chief industry analyst at NPD. He said retailers will probably “turn up the volume” on plus-size merchandise, a market that’s important but is sometimes overlooked.
JCPenney is also introducing a new in-store-concept call “The Boutique” in nearly 200 stores, an environment that will give the full-figured customer “an elevated environment for shopping a curated assortment of classic and modern fashion from brands such as a.n.a., Boutique+, Liz Claiborne, Worthington, Alyx, and Bisou Bisou.” The environments are designed to mimic a boutique shopping experience, and will serve as a one-stop shopping destination for plus-size apparel and accessories to complete any look.
