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What Fashion Can’t Seem to Get Right About the Plus-Size Market

Brands often launch plus-size lines to great fanfare, only to abandon their efforts when sales don’t immediately meet expectations. But some labels have found success with a more-comprehensive approach to the category.
A promotional image from Mango's Violeta Spring 2019 campaign. Mango.
Mango folded its Violeta plus-size line after just seven years. At its launch, some criticised the brand's marketing for failing to accurately represent its target customer. Photo courtesy Mango.
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BoF PROFESSIONAL

When White House Black Market, the American mall fixture known for its contemporary separates, launched a plus-size line in 2017, it was a publicity coup, generating favourable coverage from fashion blogs and even NBC’s Today Show. Marie Denee, publisher of The Curvy Fashionista blog, was among those

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