It’s been only a week since Target defended its polarizing decision to sell plus sizes of its Lilly Pulitzer collaboration exclusively online. But, despite this recent controversy, the retailer isn’t ignoring plus sizes in stores entirely — in fact, this morning WWD announced that Target will debut its own plus-size brand, AVA & VIV, next month.
This is Target Corp.’s first in-house launch in several decades (and its first apparel launch since 2008), and so the company is test-driving a new strategy by making the line ultra-specific. We can expect closet staples in the form of tops, pants, skirts, denim, and outerwear, all in sizes from 14W to 26W and X to 4X. It's a choice that reflects a more inclusive approach to sizing than Target’s other brands, which only go up to women’s size 18. And, to give the collection some real-deal authority, Target’s recruited a few of our favorite plus-size bloggers to consult on the clothes.
As Stacia Andersen from Target explains, “When we put out pieces that stand out a little more, items that are more chic, more trend-driven, and more statement in nature, they tended to perform. We’re excited to launch with a very clear aesthetic and point of view based on guest research.” These guest researchers include Nicolette Mason, Gabi Gregg, and Chastity Garner-Valentine (who, ironically, called for a boycott of Target’s Altuzarra line last year). Not only did Target invite them to preview and give input on the collection, but the trio also modeled for the lookbook. The company is putting so much focus on AVA & VIV that it’s moving all other plus-size store merchandise online (which makes that Lilly Pulitzer decision a bit more clear). Despite all these changes, one thing will stay consistent: the affordable prices. Pieces will range from $10-$79.99 and will be updated monthly.
So, is it accurate to call this the ultimate plus-size game-changer? Let us know what you think in the comments, and mark your calendar for February 22, when AVA & VIV launches in stores and online.
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