The retailer hopes to provide a more inclusive shopping experience.
Cute clothing and accessories destination ModCloth announced today that it is removing a separate "Plus" section from its website in an effort to be more inclusive.
Courtesy ModCloth
ModCloth founder Susan Koger exclusively tells BuzzFeed Life that the decision results from customer feedback, researching shoppers' needs, and considering her own shopping experiences.
While about half of the women ModCloth surveyed in a recent study were averse to the term "plus-size," Koger says she was also largely inspired by women's reactions to the company's recent pop-up shops in San Francisco and Los Angeles.
"Seeing in real life how excited customers were that about 95% of our clothing was available in a full range of sizes [XS–4X] made us not want to relegate anyone to a different section based on size, and we wanted to reflect that on the site, too."
It's a personal issue for Koger as well, who acknowledges her own struggles with body image.
"I can empathize with going shopping and feeling like I'm not enough," she tells BuzzFeed Life.
ModCloth's thinking is in line with proponents of the #DropThePlus movement, as well as designers like Melissa McCarthy, who insisted that all sizes of her Seven7 line (4–28) be placed together in the same area of stockists's stores.
Gerardo Mora / Getty Images
from BuzzFeed - Style http://ift.tt/1QWHCR3
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