Ashley Graham Throws the Fashion Industry a Curve

Sizing does matter: Although U.S. women average a size 16 to 18, retailers and brands continue to be lethargic in incorporating a broader range of fit options. While there are exceptions — Michael Kors, Prabal Gurung, Eloquii, Lane Bryant — the plus-size vertical has remained mostly on the periphery of the fashion industry.
“We’re lacking communication between designers, buyers and the actual customer,” said model and social media star Ashley Graham, a champion of the body diversity movement. “Designers — Prabal [Gurung], Michael [Kors], Christian Siriano — go up to a size 20, but the buyers won’t buy it because they don’t think the customer will come into the store. That customer has been told for so long that that size doesn’t exist for her, so how does she know?”
Experts agreed that incorporating the plus-size consumer into a brand strategy should be considered just as seriously as implementing a new social initiative, selecting a solutions provider and deploying an in-store experience.
“We are the norm — the average size of the American woman is a size 16. Is this interesting and different? Not really, but for fashion it is,” Graham said.
In an environment where retailers and fashion brands are struggling to deliver

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