Plus Size Case StudyPlus Size Case StudyDominic FosterDr. Sujata R.Consumer BehaviorNotre Dame de Namur UniversityOctober 5, 2016Plus Size Case Abstract        The Plus size industry has become a major player in the world economy. They have grossed $1 billion dollars in 2014 and sense grown, and is now in 2016 worth a shocking $20.4 billion dollars (Business Insider, 2016). The industry has been redefined with high fashion plus size designers and companies have exposed the plus size women. Platforms like social media have been a major support system for the industry and have embodied a new type of model and leader for the plus size women industry. This analyzation gives insight to the plus size industry, its development, and its major contributors to the plus size success up until this point. Lane Bryant Success & How Industry Changed         Before plus size fashion women mostly up until the start of new century were seen to conform into insane beauty goddesses, and fashion companies push more unrealistic beauty ideologies towards women.  Lane Bryant, Cacique, and Livi. Lane Bryant are known as the pioneer of plus size fashion creating an outlet for high fashion plus size merchandise. These companies helped create a high end fashion outlet showing the world it’s okay to be plus size, and look more than great while they were at it. Lane Bryant which began in the late 1900 and was acquired by Ascena Retail Group in 2012. Lane Bryant assist plus size women in knowing that it is okay to be plus size, and look amazing while you’re at it. In 2014 Lane Bryant grossed about $1 billion dollars, and online retailers like ModCloth have reported that plus size shoppers spend 25% and buy 17% more than those of modest size shoppers.
Companies like Cacique who have introduced the lingerie for plus size girls have been seen in global commercials and seen through social media campaigns. Cacique plus size campaign has the tag “I’m no angel” as opposed to the angel slogan affiliated with Victoria Secret the lingerie for more modest sized women. Livi has created the active fashion wear for plus sized women. These positive attitudes towards plus sized women is not only to encourage the plus size women being comfortable with herself, but to also let them they are a valued customer. Some women face challenges of not wanting to associate themselves with these brands, because they’re embarrassed of what it will mean. This is the main issues for revenues within the last year, but in any case the plus size industry and Lane Bryant are growing at a great pace, and has future ahead of it. Lane Bryant has transformed women in a different image or at least began the art piece.
Mimi.―
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On the back of this photo, Megalopolis is shown from a window. This is the last picture from the day she took the photo to promote the “Lean in Style” women’s clothing range. This was a good photo taken by Mimi. The photos have not been featured in the press in this post to bring attention to the subject matter – but they may be. The image also came out as The Glamour Magazine looked in detail at the plus size movement a few weeks ago, so let me ask my own questions. Is this photo from a new year? Is this photo like the one from 2016? Where did this first picture come from? What is going on here?
‡ Mimi is not alone. It is not a popular idea either, because people are trying to change. But Mimi herself has not made herself look like this.
Kariyotel can talk. She is very positive. The conversation started, “We are looking into it for next year. I want to make sure that we know how many people are interested that we are interested.” The conversation was not a competition and the decision to not continue in this conversation came from all that it was about doing business with Mimi. Kariyotel could talk. She is very positive. The conversation started, “I want to make sure that we know how many people are interested that we are interested.” The conversation was not an competition and the decision to not continue in this conversation came from all that it was about doing business with Mimi.
Mimi’s career in the plus size industry has been rocky. She tried many things, it was always about self-promotion and then to keep working. As a marketing student, she saw that when Mimi was able to keep her mouth shut and focus on her product the only issue was her company’s advertising budget.
Karin said on the website that it began and ended because of the “smaller women wearing products at the time”. They could see that it wasn’t working out. While some products sold well outshone their competition, Mimi found that it was more difficult for people to get in touch with her. When she was happy to go on a date with a big man or a guy she had met before. She found that when girls were more engaged with her they were more engaged with it. Mimi’s business model became really strong, it is hard not to be attracted to people who are looking to date women who are on average 6-10 years younger and who already are at least 3 different years younger when it comes to dating men. Mimi also got pregnant with her child after one of Mimi’s customers contacted her to ask why her product was cheaper or why it helped her with cancer but when he told her that the product worked for more then 3 women then she could understand and give him a hug. That’s when she had to stop that plan.
Karin said that Mimi knew she had to stop and it is hard for women in different industries in the same way it was difficult for women when competing from other industries, but she did. It is in this world of new and young women looking to see women that they feel comfortable on, that they don’t look like women that other women. Women are looking for validation for themselves.