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ModCloth has always been ahead of the curve when it comes to its plus-size clothing. The San Francisco-based brand employees a dedicated plus-size specialist and designs clothing specifically for larger sizes. ModCloth continues to be receptive to its plus-size customers and has just announced that it is dropping the "Plus" section from its site.
This does not mean that the brand will stop selling plus-size clothing. Rather, ModCloth is merely dropping the separate section and will incorporate the clothing into the larger site. The brand is acting off the results from its own inclusivity survey, which found that almost two-thirds of women are embarrassed by having to go to a separate "plus" section and more than half don't like the label. The new store experience will work by simply including an "extended sizes" section under each main category.
ModCloth founder Susan Gregg Koger explains why the "plus-size" section is no longer necessary in a press release. "I think there is still an outdated notion in the [fashion] industry that ‘plus' should be separate because it's less aspirational, or because that consumer is less fashion-forward, or less willing to spend on herself," she said. "But what we're hearing and seeing from our community is that it is simply not true."
The new experience is already live at ModCloth.com.