Hey curvy girls all over the world,
This morning I nearly spilled my vanilla skim latte to the news that Eloquii.com will be shutting down its online site this summer. They released an official notice on their Facebook page last night that reads:
A Special Message to our Fans
For more than a year, eloquii has served you by delivering quality, must-have fashion in sizes that highlight your confident curves. In return, you have given us great feedback about how we can better serve you.
We look forward to offering you new fashion at www.eloquii.com through the summer. However, after a year’s test at market, we have decided to phase out eloquii and we have begun discussions with others who have expressed an interest in the future of the brand and/or its products.
Thank you so much for your support and for your feedback as we developed and refined eloquii over the last year. We recognize that eloquii plays an important role in our fans’ lives and look forward to better serving our clients in the future.
Checkout their facebook HERE
I am curious as to what lead to them making this big and might I add shocking decision. When Eloquii first stepped on the scene, personally, I liked it. Believe it or not there are very few plus size lifestyle brands that can cater to every area of your life when it comes to fashion. The price points were no different than what we pay now for plus size contemporary and sportswear from designers like Michael Kors, Ralph Lauren, and Calvin Klein. Their pricing was also in correlation (with a slight rise on certain apparel) with other online retailers like Torrid, City Chic, and even ASOS.
In one year, Eloquii did what any online retailer would do when trying to take their clothing company to the next level. They tapped some of the most notable plus-size models in the industry for seasonal campaigns, they connected with one of the top plus size bloggers to launch their site, and they utilized social media to connect with their customers.
Some Facebook fans are blaming it on sizing and fit. Others are blaming their sudden closing on lack of style but I don’t think it’s either because They offered on-trend styles that worked for plus-size women. However, I think Eloquii missed the mark with a lack of marketing as well as a community outreach with plus-size influencers. Perhaps having people sign up to a sales or release alert service that texts them to their phones (like how Tatango does for many groups) could have been a gamechanger, or they could have gone for a more direct route with influencers. What I will say is that it’s not easy starting and running a clothing line even when you have the financial backing. If there is one thing I know from my 6 years of experience in retail and working in finance is that if it doesn’t make dollars then it doesn’t make sense. Even when you have a great product.
I’m hoping they share more in depth details as to why they decided to phase out and because the brand had so much potential I wouldn’t be surprised if another company buys it.
This speaks so many volumes as to why we as plus size women must shop and support brands who are making stylish clothes in our size .
What do you guys think about Eloquii shutting it’s online doors? Leave a comment
I was upset because I was a loyal customer. After reading your post I have more understanding of the possibly “why” they phased out the brand. I too hope they find someone to buy it. I really liked their clothes & didnt think they were off trend.
Just like forever 21 had some stores that sold their plus size line, I wonder why they never tried selling their clothes in some of The Limited stores?
They did! :/
In some stores they did; however their marketing fell flat. I had seen in a DC store they had clearance from Eloquii and that is how I found about the line.
If they do a relaunch more maybe advertising maybe test new markets; Superbowl ad, project runway type of thing for plus size designers to revamp small designer collections; marketing has to be bigger barely anyone knew of this brand; what a shame. There are things on Pinterest that I love and want.
I’m disappointed b/c while I use Torrid and Asos, the quality at Eloquii is better than those brands (a tailor commented on a skirt I took in b/c of a broken zipper), and it fits ME better at least (b/c too many lines are too boxy and assume certain things about larger bodies that aren’t true for everyone. I’m able to get things that aren’t too large and boxy from them). Their pencil skirts are the truth for me.
People still don’t want icky fat dollars and the efforts they make to get them are pretty pathetic.
Without Eloquii, I’ll be back to buying more things that I have to get altered(esp. bottoms) and shopping from Talbot’s, which is a lot more expensive.
:o( Bummer. I have to admit I never bought anything from them but it was nice to know they were there if I wanted to. Truth be told I don’t do much online buying. I would have liked it if they were a bricks and mortar store. I’m not an easy fit so I prefer to try things on whenever possible. I really liked how you could search for clothes based on your body type, apple, pear shape etc.
You hit the nail on the head. I am a tough fit and I can’t get to a post office to return clothing without taking some time off work, so buying online is a real hassle for me. I was just dying for them to open up a couple of Eloquii storefronts. Funny part? I found out through the blog posts about the fact that the line is closing down that they DO have a couple of storefronts.
Brava Alissa
I am yet another shopper who did not know the line existed until by chance reading the small print of an old essence magazine. I also spoke to a couple of my plus size sistas who were clueless about the line as well. I only shopped online, so I will admit
i did not know eloquii was available in Limited stores. Now, my question is where was the marketing for this line? it just seems as if the ball was dropped in the marketing department. I am a bit annoyed because it was nice to find a store that sold quality plus size pieces for the work wardrobe with some pizzaz but still professional. Actually, my New Year’s birthday outfit was from eloquii. It is disappointing news indeed. I live in long island first it was Syms RIP then the talbots outlet to close in my area due to the recession.
NO ! That’s terrible I love Eloquii.
I love eloquii. Most of the clothes I have purchased there were contemporary pieces that I could not have found anywhere else at that quality level. Now I have no idea where to shop. Lane Bryant seemed too aged, Old Navy too ill fitting, Torrid is full of asymettrical one-shoulder tops, and Asos puts me at risk of customs fees. I feel like plus sized women who really adore being well-put together are at a severe loss here. I guess I better buy those pieces I’ve been holding off on.
my thoughts EXACTLY.
Poor marketing. As if they wanted to fail.
Truth be told, some of their sizing and measurements were definitely off. The clothes were cute though and I still tried things on to find what worked.
I too agree. The sales were fabulous and I really loved the styles. As someone who is a business professional who likes to transition to a night out on occasion, this brand is perfect. I do agree that the marketing plan was horrible. I found myself sending many of my friends to the website, which no one was aware existed. I get limited coupons and ad’s every week for my daughter, where was Eloquii?????? Even when I was thinner, Limited never hit my curves just right, this store was perfect. I like this store 10 times better than Lane Bryant. A great store gone to waste.
I totally agree. One of my friends told me about Eloquii.com and I feel in love with it. I feel like I have outgrown Lane Bryant’s style. I am so disappointed and upset because unlike others their clothing had me looking beautifully fashionable as well as provided high quality clothing. I am so sad what am I going to do now.
i am SO SO BUMMED about this. i loved the fit of this line — it was finally for plus-size girls with curvature, and their clothes weren’t made like we are all shaped like a BOX. I just can’t believe that they’re throwing in the towel after a year. They should have just hired a new PR Company to market better — had I KNOWN OR HEARD about this site sooner, I would have spent 3x as much as I have on their clothes (and I’ve spent quite a bit already). I loved this site. I loved the styles. I. am. devastated.
I live in the Columbus area not far from a lot of The Limited buildings and never heard of this online plus store. I think of myself a pretty investigative plus size shopper and this company never made a blip on my radar. I am not sorry to see it go because I never knew of it in the first place. If you plan on going in the way of plus size clothing again in the future get someone who knows how to market your products.