What Goes Wrong with Plus Size Launches?

Boob Sweat With Katie Sturino

Katie Sturino

Society & Culture

4.8 • 845 Ratings

🗓️ 27 April 2023

⏱️ 42 minutes

🔗️ Recording | iTunes | RSS

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Summary

Katie Sturino is still looking for an answer to why plus size in-store expansions fail. In the first episode of this series, ‘Why is plus size fashion failing?’ Katie discovered the disconnect between data showing demand for plus sizes IRL and in-store sales numbers that don’t meet those projections.

Katie speaks with two anonymous guests who worked at national clothing retailers that oversaw the ultimately failed launch of plus sizes nationwide, breaking down the time and effort and care that goes into an extended size launch. Even with the best of plans, these retailers still couldn’t figure out how to successfully launch plus size nationwide. In this episode we find out what went wrong.

Special thanks to our anonymous guests for speaking with us, you know who you are!

You can follow Katie on Instagram at @katiesturino and @megabababe

Have any questions or comments? Email us at [email protected] or leave us a voicemail at 201-701-1575.

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For a limited time, Boob Sweat listeners can use code BOOBSWEAT15 at checkout for 15% off your order at megababebeauty.com!

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This podcast was produced by Wonder Wheel Media and Madison Higley

Transcript

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0:00.0	You're my first anonymous interview, so it's a different thing.
0:03.3	This is very, like, is it like Dayline or something?
0:05.9	So Dayline to Catch a Predator.
0:07.4	I'm kind of obsessed with the whole drama of it.
0:10.0	All right.
0:10.4	So despite my best efforts thus far, I have not been given a straight answer about what is
0:15.0	causing plus size and store expansions to fail.
0:17.9	I mean, I don't know.
0:18.8	Did you figure it out after the first episode?
0:26.5	I'd like to welcome back. Former assistant, current podcast producer, Madison Higley. Hello.
0:27.5	Hello.
0:34.9	Maddie. So after after doing episode one, what's your take on why this isn't working? It just doesn't feel like people, like there's some kind of disconnect of like brands
0:41.8	aren't working a certain way and then like customers, I don't know.
0:45.0	I don't know.
0:46.2	What we heard in the last episode, if you boil it down, it felt like the data doesn't
0:52.1	seem to be adding up to the actual in-store sales or the things we know
0:57.5	about the population. I'm glad we have two more episodes. Smaller brands are finding success with
1:06.5	plus size in their brick and mortar stores, but larger brands are actually struggling more with it,
1:12.4	which doesn't really make sense.
1:15.0	In this episode of my investigation into why plus sizes fail in stores, I am speaking with two
1:21.0	people who worked with national clothing retailers that put a lot of money behind plus
1:25.9	size expansions and launched an entirely new category
	...

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