Target Embraces the Curve and Adds Plus-Size Line
In August, Chastity Garner, a 30-something, plus-size blogger in California, wrote an open letter to Target (TGT), breaking up with store for ignoring the curvy girls. "I've been in this abusive relationship with you for far too long. ... I will be personally boycotting Target altogether. No more housewares, grocery shopping, electronics ... nothing. I'm done."
The blogger and the retailer have made up. Target on Wednesday announced a new line designed for the "plus-size woman who loves fashion and appreciates a good value," the store said on its website. Target also will extend its Lilly Pulitzer line into plus sizes up to 26W on Target.com.
Ava & Viv, the line of basics and statement pieces for $10 to $80, will be carried up to 4X. It will begin arriving in stores in mid-February and will be available online Feb. 22. Plus-size buyers make up 37 percent of consumers and represent a $17.5 billion market, says Fast Company.
Target recently invited Garner and bloggers Nicolette Mason and Gabi Gregg to its Minneapolis headquarters to preview the line and discuss their concerns about the curve. "My overall take on Ava & Viv is that it's a chic, versatile line with both basics and trendy pieces that fill the void of the affordable/trendy, non-junior size clothing," says Garner, who was paid for the consultation, on her blog.