Bare Necessities Launches Plus-Size Initiative

Posted Wednesday March 7, 2012 1:18 PM GMT

Expanding their offerings to ladies of all shapes and sizes, Bare Necessities has unveiled a new lineup for curvy girls called Bare Plus.

Given the increasing demand for plus-size lingerie orders online, chief marketing officer Jay Dunn told press it’s only natural that the company head in this direction.

“Bare Plus makes sense because 60 percent of the [U.S.] population is size 14 or larger. I don’t think it’s changing; it’s probably growing.”

He continued, “I’ve done a lot of research over the years, psychographics and behavior, and discovered there are two plus-size consumers...You have the plus-size customer who is a dress size 14, 16 or 18 who has a tendency to believe she won’t remain that size. She’s a candidate for fast fashion. Then you have the consumer size 20 or more who is reconciled she will remain unchanged. That customer wants quality and is willing to pay for it.”

“She is dissatisfied with the selection [of intimates and apparel] in malls and stores where plus-sizes tend to not be a priority at those establishments. As a result, she goes online to find extended sizes and brands not found at stores.…But data has shown there is a lack of awareness on the part of the curvy girl that fashionable brands in plus-sizes are available, like Hanky Panky thongs, bras by Elomi, Bali, Fantasie, Freya and Wacoal, or shapewear by Spanx.” said Dunn.

Dunn added, “We are committed to doing plus-size shoots going forward. We’ll also be partnering with Curvy Kate, a brand from the U.K., to do a model search in April in the U.S. They did a model search in the U.K., and it was very successful.... Women just have to submit two photos of themselves in lingerie, and we’ll partner in judging the contestants. The winner will receive a one-year modeling contract with Curvy Kate.”

filed under Intimates, Fashion

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