EP32 - Tips to Launching a Plus Size Line with Shafonne MyersJun 17, 2020
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How do I add a plus-sized line to my collection?
I want to be all inclusive.
Should I just market to plus size individuals?
I don’t want to exclude anyone.
The plus size market is something that you may want to think about. Or maybe you’ve already been thinking about it. But, I’m sure you have many questions. And, if you’re like most people, you may just want to add it to your current collection. But, is that the best choice?
In this episode of the FastTrack Your Fashion Brand Podcast, I’m talking with Shafonne Myers who helps brands market to the plus size market. She has built an internationally-recognized, award-winning wedding publication for plus size brides, Pretty Pear Bride. Her wedding publication is the only one in the world and has solidified her as THE plus size bridal expert.
These are both the true reflection of her zone of genius. Harnessing her fearlessness, determination, charisma and plain ole hustle, Shafonne empowers plus size women to release their fears and insecurities, embody their self worth, and get into action to becoming the best version of themselves in life and business.
Shafonne also provided a free resource, 25 Ways to Understand Your Target Market, that you can use to follow along with this episode of FastTrack Your Fashion Brand Podcast.
👇👇👇 Just click the image below to get your FREE copy!
IN THIS EPISODE, YOU WILL HEAR ABOUT
- Entering the plus size industry
- Excluding petite sizes
- Where designers and brands go wrong in the plus size industry
- Doing your research on plus size brands
Plus Size Industry
If you’re thinking, "Can’t I just include all sizes (from petite to plus size)?" Don’t worry, you’re not the only one. I’m not a huge fan of "it has to be for everyone." Because when you design a product, like I said, we’re solution makers. So, if you’re building it for everyone, how is it going to stand out?
You have to find your niche. Ask yourself:
- What is my secret sauce to designing?
- What is my message?
- Who is my customer?
- What are they looking for?
Do I exclude petite sizes?
If you are just getting started, I’d really recommend deciding who your target audience is. You really have to think about what this all comes down to. If you are marketing to everyone, your image assets have to be inclusive of that. Which means more product photos, more time spent grading up, and so much more.
So, I’d say that if you are going to design for plus size, just do plus size, and Shafonne agrees as well.
What am I doing wrong?
So, one of the biggest mistakes that Shafonne has seen with people attempting to enter the plus size industry is that their marketing does not match what they are trying to achieve.
If they are trying to include everyone, you won’t really reach anyone. By trying to create a design for everyone, it makes it hard to connect, and resonate with, so in turn customers don’t want to buy it.
And, then it comes down to, if you’re creating a petite to plus size line, did you grade up properly? Is the end product going to be the same for a petite person, as it will for the plus-sized individual?
No one with curves wants to feel it pinching in all the wrong places, or feel like a potato in their clothing. They want the same feeling that the petite person in the commercial felt. So, if you include it for all sizes, you need to make sure that it fits appropriately for all sizes.
And, don’t forget your social media and advertising. If you’re going to market or design for plus size, you need to make sure that your imagery/messaging matches that. It can often be hard to know that a brand is creating a line for plus size and see nothing that matches that within any of their social media or on their website.
Researching Plus Size Brands
A couple brands that Shafonne admires includes Eloquii and Fabletics.
If you are looking to include plus sizes, or design specifically for plus size individuals, I would highly recommend researching these brands together with over 20 more plus size brands listed below!
So without further ado, tune in and let’s get started! On this week’s FastTrack Your Fashion Brand Podcast episode, follow the provided free resource as Shafonne and I dive into the plus size industry and how you can best tackle this market!
05:15-07:30 - Finding your niche
09:00-15:30 - Shafonne Myers -- how she got started
18:00-21:00 - Just want the same experience
22:00-25:30 - Where it goes wrong
29:20-31:00 - Brands getting it right
33:08-39:00 - Grading up
Meet the Guest
Shafonne Myers is a media mogul and online marketing and sales business coach from Temecula, California. She graduated with a biology and psychology degree but always had a love for weddings and helping people.
She helps wedding professionals build a highly-engaged audience and create digital products to sell online with ease so they unlock their income and impact potential and create more wealth, freedom and limitless success within themselves and their businesses.
From her experience with working with the plus size bridal industry, she also helps wedding professions struggling with booking clients identify their ideal clients to make more money and get more clients with less effort.
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