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Wondering? I'm David Brown and this

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is business wars daily on this

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April eighth. Happy Monday! Everyone you

0:39

know when it comes to fashion

0:41

size matters, Just ask American Eagle.

0:43

About five years ago, the company

0:45

announced that it was joining the

0:47

ranks of clothing retailers experimenting with

0:49

size inclusivity by adding extended sizes

0:51

in it's denim line ranging from

0:53

Zero Zero, Zero Two, size Twenty

0:55

Four. Even better news, for customers

0:57

outside of size norms, the extended

0:59

sizes would be available in all

1:01

of it's stores. American. Eagle

1:03

leaned into extended sizes to quote

1:06

pick up a market share that

1:08

the other mall brands of simply

1:10

written off glossy report it seem

1:12

to make sense. Research firm in

1:14

P. D found that plus size

1:16

clothing sales were growing rapidly among

1:18

teens and that's probably not surprising.

1:21

After all, the average American woman

1:23

wears a size sixteen. According to

1:25

a study in the International Journal

1:27

of Fashion Design Technology in Education

1:29

previously, the average size was estimated

1:31

to be fourteen. Then. About two

1:34

years ago, customers began taking to social

1:36

media to complain that they could no

1:38

longer find larger sizes in stores. American.

1:41

Eagle did not respond directly to

1:43

the complaints, Instead, they quietly posted

1:45

on their website that sizes topped

1:47

out at twenty and were available

1:49

online. Will now fashion

1:51

retailer Brandy Melville is making

1:54

a bold statement against size,

1:56

inclusion. As. The Wall Street

1:58

Journal reported Quote Brandy Melvin it

2:00

makes close for thin girls and

2:02

it isn't Sorry. The.

2:04

Italian company is known for stylish clothes

2:06

that are manufactured in one size small

2:09

as the Journal reports. Then blonde young

2:11

women work at it stores and are

2:13

featured in it's social media seeds and

2:15

some young shoppers are, in a word,

2:18

obsessed. One sixth grader told the Journal

2:20

he if you were Brandy Melville you

2:22

have good style and are popular and

2:25

people wanna be your friend. And

2:28

other University of Pennsylvania students had

2:30

she contemplated losing weight just to

2:32

sit in the brand styles, but

2:34

then realized quote that stupid for

2:36

some. The brand's approach to manufacturing

2:39

and marketing hearkens back to roughly

2:41

a decade ago when some fashion

2:43

retailers were vilified in sued for

2:45

discrimination because they weren't inclusive Randy

2:48

Melville, his face similar allegations of

2:50

racism and body shaming. Aside

2:52

from the criticism for his approach to

2:54

customers and marketing, some say the bottom

2:56

line is all the money brands are

2:59

leaving on the table based on their

3:01

approach to sizing On the one hand

3:03

is so ingrained. Carter professor, a Business

3:05

Management of the Fashion Institute of Technology

3:07

told retail Died quotes so many women

3:09

cannot purchase fashion because it's not available

3:11

to them and quote. That's. Lost

3:13

revenue, but inclusivity has its challenges

3:15

to Axxeo Report said it's historically

3:18

been difficult for retailers to profitably

3:20

manage more extensive size ranges. Stuff

3:23

to predict how many pieces of

3:25

any one size will sell. Leaving

3:27

retailers was too much inventory, which

3:30

drags financial performance where they choose

3:32

to be inclusive, more focused on

3:34

a specific subset of sizes. Some

3:37

fashion retailers are clearly struggling to

3:39

find the right fit. From

3:43

wondering this is business Words daily. I'm

3:45

your Host David Brown Written by When

3:48

Moran and produced by Just For Your

3:50

Muscles are executive producers as soon as

3:52

he is innocent. A

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