H&M is revamping its merchandise assortment and leaving out a major shopper demographic.
The fast-fashion retailer removed plus sizes from its New York City locations in order to accommodate its growing product range, Revelist reported.
H&M doesn’t just sell clothes anymore—in recent years, the retailer expanded into beauty and home décor. Because of this, H&M had to cut certain departments from stores, including its plus-size section.
“The assortment in the stores is evolving as we continuously assess the product mix, which is decided by each store’s specific pre-requisites when it comes to e.g. its size and the customers’ requests,” a H&M spokesperson told Revelist. “We refer customers to our online store hm.com, which includes all our fashion concepts, and a broader assortment.”
As H&M decided to pull plus sizes from its Manhattan locations, the company actively promoted its studio Fall ’16 campaign, which showed plus-size model Ashley Graham in beautiful floral pieces. As companies praised this move, H&M noted that plus size would be sold exclusively on its website. It is unclear why H&M would not sell the collection in standard and plus sizes together at stores.
Considering that the average American woman is a size 14, many retailers have taken advantage of the emerging plus size market. Companies including J.C. Penney, have expanded their clothing selection with more sizes and styles for different body types. Although H&M offers plus sizes online and at some store locations, it may be missing the potential to satisfy consumers that don’t fit into the 0-12 range.
Although the H&M representative disclosed that H&M Plus will still be sold at most U.S. stores, it is unknown if the company is planning to remove H&M Plus from its other 4,135 global locations this year.