It looks like another plus size line bites the dust. Yesterday plus size women took to social media to blast Loft for announcing the discontinuation of their plus size line. What made the issue worse was the way they disclosed the news.
Loft Gets Rid Of Their Plus Size Line
Loft chose to leave a comment stating the following,
“Due to continued business challenges from the last year, we had to make some very difficult decisions, which has impacted our go-forward sizing. While we will continue to offer selection of new plus product up to size 26 throughout the spring and early summer come fall we will be offering 00-18/XXS-XXL in all styles. We’re sorry for the disappointment.”
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I don’t know who allowed them to release this information via a comment but this was unprofessional. Most respectable brands send out a press release. Now you do get some brands who don’t say anything at all. You’ll just go in store or on their website and notice that the plus size options are gone. Remember H&M a few years ago?
Since Loft is a respectable brand and did an entire year long roll out to launch their plus size line in 2017, why didn’t they send out a press release?
When some of Loft’s customers heard the news, they quickly let the brand know they were not happy about it. Here’s what a few people had to say on Twitter.
Another Twitter user responded with this
This Twitter user asked an excellent question
Prior to C-19 I started noticing less offerings and promotion for Loft’s plus size line. In additon, a few stores even stopped carrying the plus size range. However, like many brands, C-19 has affected production and caused brands to scale back. Some fashion designers and retail brands have closed their doors permantly. Even Eloquii had to close their stores.
So, I do believe that the current pandemic played a role in making their “difficult decision.”
What’s frustrating is that the plus size range is what they chose to get rid of. Why is that? How come the brand can’t continue to offer their plus size range online only? I reached out to Loft to ask them about the discontinuation and why it was happening. I haven’t received a response yet.
Why Are Plus Size Brands Always Struggling
It seems like brands just can’t get it right when it comes to plus. Why are plus size brands always struggling. It’s a bit mind blowing being that the the plus size fashion market is a $9 billion dollar business. According to Statista.com, “In 2020, the plus-size women’s clothing store industry was valued at 9.85 billion U.S. dollars.
So, what’s the problem. I think there are a slew of factors. Brand awareness is an issue. Reading some of the responses to Loft, quite a few people said they didn’t even know Loft had plus sizes. Even with a huge launch, you may find it hard to believe that people didn’t know.
Well, if you’ve ever shopped plus sizes in store, most of the time, the plus size range is in the back of the store or on the bottom or top floor. You would have to know the store offers plus to ask where the section is.
Second, the initial launch may be greeted with huge fanfare but eventually it dies down. If a brand is not continuously marketing their plus size range people forget about.
Then there’s sizing and designs. You’ll find some brands may start off strong in the design department and then after awhile the designs become less desireable and plus size women are expected to love it. Simply because its made in our size.
Another reason that brands fail with their plus size range is only offering select styles online and not in store. One of the major issues with plus size fashion is being able to shop in store. Very few brands get this. Especially the ones that have actual store fronts. Recently Athleta announced they would be adding their online plus size styles in store.
Plus size women just want to be treated like everyone else.
I must also mention that Loft is part of the Ascena Retail Group and they filed for Chapter 11 Bankruptcy in 2020. Which affected some of their most well known plus size brands like Lane Bryant, Avenue, Catherines, Ann Taylor, and Loft. All of these brands had to close majority of their stores. While others can be shopped online only.
Can Loft’s Plus Size Range Be Saved
I believe that anything can happen. When Eloquii announced they were closing their online store back in 2013, they were able to find new investors and brought the brand back. Other brands like Fashion to Figure and Ashley Stewart went through financial struggles too. Both have been able to make comebacks.
Although Eloquii, FTF, and Ashley Stewart are full blown plus size brands they have been able to revive themselves. I’m sincerely hoping that Loft can do the same with their plus size line.
For right now, you can shop the remaining plus size offerings on Loft now and up until the beginning of fall.
We would love to hear our thoughts on Loft discontinuing its plus size range. Leave us a comment.