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Last week Loft launched a plus-size category with a collection of very Loft pieces (floral blouses, colorful trousers) in sizes 16 through 26. The brand is the first to admit that the move was a long time coming, but also made clear it hadn’t yet done so not because it was “hard” — the common refrain of brands who have yet to launch plus-size.
“We determined that there was a need out there, and we felt very strongly that we wanted to meet it,” says Laura Jacobs, the brand’s senior vice president and chief marketing officer. “Launching plus sizes took commitment, and it took passion and focus. But it was not hard.”
The collection includes denim ($79.50), pajama-style tops ($59.50), slim work pants ($79.50), and blouses ($59.50). At the moment there are 75 styles in total, with plans to add more soon. So far, though, the collection is only available online, which is unfortunately a common move for brands that add plus-size to pre-existing collections. Plus women have made it crystal clear they want to be able to physically try things on in person like everyone else, which should come as a surprise to absolutely no one.
However, Jacobs says the brand will dedicate the next few months to collecting customer feedback through the site and will begin to add extended sizes to stores this May. “We’re fully committed to this business,” she assures. “We’re not doing this and then we’ll be out of it in a month. We’re here. Our goal is to figure out exactly what that demand is and meet it.”
For now, Loft is hosting events at nine different stores with CurvyCon co-founder CeCe Olisa, allowing some of the brand’s shoppers to feel and try the clothes themselves. Hopefully, it doesn’t take too long until that opportunity is extended to everyone — the demand is clearly there.
Update: February 13th 2:25 p.m.