Today, we’re seeing more and more fashion brands embrace body diversity. High-end designers like Michael Kors and Christian Siriano recently included curvier models on their New York Fashion Week runways, while sportswear brand Nike started selling 1x through 3x plus-size wears earlier this month. But in addition to catering to fuller figures, Nordstrom is now expanding what it means to be a truly inclusive retailer.
On Monday, the department store called on its top brands to offer not only more items in sizes 14, 16 and 18 , but in sizes zero and 2 as well. Participating brands include Topshop, Madewell and Rag & Bone, in addition to private labels Caslon and Halogen.
“Our customers have been asking for a broader range of sizes on both sides of the spectrum – the zeros and 2’s and beyond size 12,” Tricia Smith, Nordstrom executive vice president of women’s, said in a press release. “We recognize the opportunity to serve customers better by having more sizes.”
The retailer will also be experimenting with product placement. At its new Century City mall location in Los Angeles, both plus and petite seizes will now be featured side by side in the same section. So customers will no longer have to travel across the store to find the perfect fit from their favorite labels.
“Style and fashion apply to everyone. They’re not created for a limited group of sizes,” Smith continued. “We don’t view being size inclusive any differently that the need to be more inclusive across the board—whether it’s ethnicity, size or body type. In our opinion, petite and plus sizes shouldn’t be considered special categories.”
The efforts all started with a denim-line called Good American, owned by none other than Khloé Kardashian. After signing with Nordstrom last October, the reality star and her partner Emma Grede insisted on having their entire size range, from 00 to 24, merchandised together in-store. This marked a huge change for Nordstrom, who traditionally sells denim above sizes 10/12 in a separate section. The result? Nordstrom saw immediate success in the way consumers shop for Good American jeans – prompting execs to try the new model throughout the rest of the store.
Just in time for the holidays, 40 featured brands will diversify their sizes on Nordstrom.com. And by Spring 2018, the new initiative is set to include a total of 60 brands and expanded sizes in 14 more stores. But don’t worry – the retailer won’t be getting rid of your existing favorites to make way for the new options.
“We’re only rolling out a fully expanded size range to the places where there is a demand for it—a need for it,” Smith recently told Glamour. “As of now, we don’t know what those markets are, as we’re waiting on more conclusive data, but what I can tell you is that we see this as an opportunity for us to grow our business and to take care of our customers at the same time.”