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But is this beauty myth finally changing? Most analysts attribute this gap to the fact that retailers have not done ofr good job of making fashionable clothing available to plus-size women. Its strategy includes offering larger sizes in the upscale Seven Jean Collection.
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With new product lines and promotional campaigns, the company sends the message that it's not only OK to be a plus-size, but that women in this category can be just as stylish as anyone. In addition, the company claims to rank two in overall Big women for 61032 plus-size sales behind Walmart. According to one executive, "People are more accepting of their bodies today, and I think there has been a positive influence with role models.
Lane Bryant focuses on en vogue styles ly available only to more modestly sized shoppers.
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Companies like Charming Shoppes, Inc. Will Lane Bryant's efforts change how society perceives the "typical" woman? While this shift in demographics bodes well for Lane Bryant, the increase in the plus-size market does not directly translate into heftier sales.
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In addition to selling lingerie in Lane Bryant stores, Charming Shoppes is positioning itself as a Victoria's Secret competitor by opening dozens of stand-alone Cacique stores. The future looks even brighter. Years ago, manufacturers were only interested in making low-end plus-size merchandise because they thought customers were always in transition. Now, 74 percent of Charming Shoppes' revenue comes from sales of plus-size apparel.
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Lane Bryant was founded in the s in New York, first as a retailer of maternity apparel and later as the first women's apparel retailer devoted exclusively to plus sizes. Plus-size customers tend to spend less as a percentage of their total disposable income on apparel compared to women who wear smaller sizes.
Plus-size promotional campaigns may have a positive impact on women's body cathexis. Other retailers are also getting in the game.
The apparel industry defines plus size as 14 and up—today that includes 62 percent of American women. It also includes an expansion into the lingerie category with its new Cacique brand.
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With these industry changes, who knows what images of women the media of the future will celebrate? Charming Shoppes' recent financial performance seems to indicate that this may be the case.