We already love online retailer ModCloth for its feminine and affordable dresses, but it seems that even our favorites can get a whole lot cooler.
In an effort to be more inclusive, ModCloth founder Susan Koger announced that its plus-size clothing will no longer have a separate section than the straight-size options. Koger cited customer feedback, researching shoppers’ needs, and considering her own shopping experiences as factors that influenced the decision.
Koger told Buzzfeed Life that she empathizes with going shopping and feeling like she isn’t enough.
While ModCloth has removed the “Plus” section from its home page and other “plus”-oriented language from its site, it still wants to make shopping by size easy. Shoppers will still be able to search by size if they wish or via an “extended sizes” drop-down menu option accessible under each category on ModCloth’s home page. The point is to ensure convenience while prioritizing style over size.
In many ways, ModCloth has been at the forefront of pushing the boundaries of accessible fashion for mainstream retailers. Over the summer ModCloth ran a campaign for its swim line, which featured employees posing in the bathing suits to promote and celebrate the many body shapes of women (and, presumably, to sell some swimsuits). ModCloth has also long featured photos that customers take of themselves wearing the garments below the standard images and sizing information on any given product listing. This has included straight-size and plus-size women’s photos side by side looking fabulous. In many ways, it’s much more effective for customers than professionally styled models, and it makes it seem like larger women are just as expected to wear ModCloth’s clothes.
The brand isn’t stopping with plus sizes in its new lingo; eventually the “extended sizes” category will include petite, tall, and XXS options.
“There’s an outdated notion that the plus consumer won’t spend money on herself, and when she does, it won’t be trendy or stylish,” Koger says. “I’m sure certain retailers have a fear of turning off straight-size customers by welcoming customers who wear extended sizes, but that’s not true from what we’ve seen.”
We applaud ModCloth for breaking out of the mold of segregating larger-size clothes from the rest of the styles—and for making shopping on its site a more uplifting experience for all women.