One-size-fits-all is no longer valid in the fashion landscape, and Express is taking the steps to offer more inclusive sizing for consumers.
The apparel retailer, which currently offers extended sizing on its website, said it recognized the lack of in-store shopping options available for consumers who may fall out of standard apparel measurements. To take its brick-and-mortar experience up a notch—and better dress underrepresented consumers—Express is now offering extended sizes for its men’s and women’s apparel items available in-stores and online.
“For more than three decades, the very core of our business has been to offer a curated edit of the latest styles and best fits, providing customers with the best choices when it comes to fashion. What we hear consistently from consumers is the lack of fashion styles in the sizes they need and the ability to try on those sizes in store,” said David Kornberg, Express CEO and president. “We value customer feedback and are excited to make this first step in the journey toward a more inclusive shopping experience.”
Express said it is expanding its apparel offering with new garments ranging from sizes 00 to 18 (tops in sizes x-small to x-large) for its women’s segment and x-small to 2 x-large for its men’s segment (with new waist sizes 28 to 40 inches and jacket sizes 46 and 48). The extended sizes will be available in 130 stores across 44 U.S. cities, including all stores in Atlanta, Chicago and Dallas. In addition to offering extended sizes at select locations, Express will continue to carry all extended sizes on its website, along with specialty length, waist and petite sizes offered exclusively online.
The retailer kicked off its new extended sizing with an advertising campaign “Express. Your Rules,” which premiered across the retailer’s in-store, e-commerce, digital and social media platforms. The campaign focuses on Express’s authority across the fashion landscape and features many models, including Candice Huffine and Jordyn Woods, who were tapped to get consumers involved and embrace body positivity.
“I make my own rules both in life and in how I dress,” Huffine said. “And I love that Express celebrates that attitude by providing fashion-forward clothing that fits both my body and my personality.”
Express takes cues from other notable retailers, including California-based Reformation and denim provider AYR, which have stepped up to the plate and offered extended sizes for their diverse consumer demographics. Reformation debuted its first size-inclusive apparel line, while AYR introduced denim in sizes 14-22 last fall. Furthering the size inclusivity movement are other fashion influencers, including singer and designer Rihanna, whose upcoming lingerie collection, Savage X Fenty, will be available in sizes 32A to 44DDD, with the option for consumers to notify the label if they can’t find their size on the site.