Zara: Growing into the Plus-Size Market

With a large population of plus-size Americans, I find it ridiculous how many fashion brands have decided to completely ignore this growing and booming sector. Some fashion brands, have even decided to negatively comment and flat out say that their clothing is too good for plus-size consumers.

According to studies, “roughly 67% of women in the U.S. wear sizes 14 to 34.” In 2014 alone, the plus size market grew to $17.5 billion in sales and is expected to continue growing. So why have brands blatantly not taken the initiative to move into this fast-growing fashion market?

Zara, a premium trendy fashion brand, does not carry plus-size clothing. In all of their store locations, their clothing stop at the size of 12.

Three recommendations based on Prestige Branding that I would advise for Zara on plus size is:

1. Go Bold: In the textbook, it says to provoke and polarize with a singular attitude. I think that Zara should do exactly that. Although, in today’s society it is uncommon for trendy fast-fashion to explore the plus-size market, I believe that Zara should become one of the pioneers. Zara should make a stance to introduce a plus size line and ignore other fashion brands stigmas against larger sizes. By doing so, it will not only differentiate Zara, but also bring revenue and publicity.

2. Don’t skimp: Plus size clothing has a lot of (unwarranted) stigma attached to them. It is for this very reason, if Zara should implement a plus size line that they should make every executional detail count. I would recommend to make sure that the plus-size line is just as trendy and fashionable as the smaller sizes, and to make sure that they are flattering. Clothing is a representation of the brand and their image, so this is extremely important.

3.Do more than you talk: Zara is notoriously known for not producing any advertisements, and should keep it as such. If they were to introduce the new plus size line, they should remain true to their fashion marketing and let their consumers do the talking. By remaining true to their strategy, it will promote that the addition of plus-size is not something out of the ordinary, in fact, it is normal and should be treated as such.

I hope that Zara, along with other fashion brands begin to open their horizons to the plus-size market and treat the plus size market as the valuable customers that they are. No, the plus size section should not be towards the back; it should be embraced and effortlessly displayed.

https://www.youtube.com/watch?v=OZSDjhucDwE

http://abcnews.go.com/Health/fat-shaming-middle-america-americans-big-zara-clothes/story?id=17725146

http://www.mamamia.com.au/zara-and-plus-size-clothes/

Plants Turned Into Fabric

COTTON. It’s in our favorite shirts, our undergarments and even your coffee filters! Known for their versatility and extreme comfort, cotton has been used for centuries all around the world for common household products.

Similarly to other products, the process to turn cotton into fabric is a long and particular process, requiring skills and a lot of machinery. Of course, the process starts off on a cotton farm. The process, which used to include human involvement at all times, is now a job for large machinery. Once the cotton is ready to be harvested, it is collected by a mechanical cotton picker, which looks like a giant tractor with teeth. It is then stored in modules, holding 13-15 bales of cotton.

After the cotton is collected, it is taken to a spinning factory.

1. The unprocessed cotton is then put into the cotton gin. Created in 1793 the cotton gin is used to reduce moisture and improve fiber quality. It is because of the cotton gin that cotton is easily mass-produced and has a widespread usage. Essentially, the cotton is cleaned, compressed, tagged and stored by the cotton gin.

How the cotton gin works:

- Cotton enter module feeders that fluff up cotton before cleaning

- Vacuum pipes send cotton to be cleaned and dried, removing excess moisture and breaking up large chunks of cotton.

- Soil, leaves, and other larger materials are removed by rods or screens, typically using a stuck machine that uses centrifugal force

- Cotton is sent to gin stands, where revolving circular saws pull the fiber through wire ribs, separating seeds from the fiber.



2. The cotton must then go onto the carding system. Carding is the process of pulling cotton fibers into a parallel direction. This allows cotton that may be too short, or is mixed with foreign objects to be eliminated and not used. Through machinery with specific wire toothed rollers, the cotton is transformed into a continuous, soft, rope-like strand called a sliver.

3. The cotton is then stretched, twisted, and is often spun into yarn. Ring spinning machines twist the product, until it is tight and thin until it reaches the “count” needed. The yarn is then taken to a to a circular knitting machine where the yarn is turned into fabric. The knitting machine uses thousands of needles, depending on the width of the fabric needed, to interlock loops of yarn and create fabric. The fabric is then washed, dyed and ready to produce shirts.

https://www.youtube.com/watch?v=QYa4zneKbeY

https://www.youtube.com/watch?v=ZJOteam-zWw

http://www.toyota-industries.com/product/textile/textile/made.html

http://cotton.tamu.edu/Kids%20Educational%20Materials/Cotton-From-Field-to-Fabric-129k-PDF.pdf

Lifestyle Brands

I strongly agree that lifestyle brands are going to get bigger and better as time passes. I believe that consumers are no longer obsessed with attempting to buy high-luxury, expensive clothing brands. Individuals much rather buy clothing and other accessories that reflect and accentuates their personal values, and can contribute to the world.

Consumers are becoming more conscious of the effects of slave labor, non-environmentally friendly products, and want to feel as if they’re making a contribution towards a better world. By integrating shopping and consciousness at the same time, consumers feel proud of their purchases. It is essentially killing two birds with one stone.

Lifestyle brands are taking the fashion world by storm.

1.People Tree: Ethical Clothing & Fair Trade Fashion

According to their company website, “People Tree aims to be 100% Fair Trade throughout our supply chain”, and promises “to protect the environment and use natural resources sustainably throughout our trading and to promote environmentally responsible initiatives to create new models to promote sustainability. Sustainability is essentially the concept of meeting the needs of the present without compromising the ability of future generations to meet their own needs. Many have heard of this concept through prestigious and influential celebrities, such as Leonardo DiCaprio, Brad Pitt, and Gisele Bundchen. In efforts to make the world a cleaner place to live presently and for future generations, many consumers buy eco-friendly clothing to help the cause.

http://www.peopletree.co.uk/about-us/mission

2.Eileen Fisher

With clothing being exceptionally low cost, people have begun to wonder how companies make a profit. Unfortunately, the truth lays in the manufacturing of the products. With over 97% of garments made outside of the US, third world countries have been victims of slave labor. Workers of big garment corporations have been under fire for their hazardous working conditions in places such as El Salvador, Bangladesh, and China.

Eileen Fisher, a women’s apparel organization, has made it her mission increase US manufacturing for her clothing line. While the organization does have an alternative supply chain in Arequipa, Peru, they have promised that they are Fair Trade certified and their workers are paid higher fair trade wages. They have also pledged to use organic and sustainable fibers for their clothing, and use dye without hazardous chemicals.

Last Week Tonight with John Oliver’s segment on Fashion perfectly describes the growing problem of outsourcing clothing manufacturing to third world countries.

https://www.youtube.com/watch?v=VdLf4fihP78

http://www.pbs.org/newshour/bb/business-july-dec04-corporate_12-23/

http://www.wliw.org/leadingwithkindness/profile/eileen-fisher/

3.Lululemon

Being healthy, inside and out, is something that a lot of consumers have been gravitating to.

Lululemon is a yoga-inspired athletic brand, with the purpose of creating garments for people to “live longer, healthier, fun lives.” The company’s philosophy evokes a lifestyle choice – to elevate the world from mediocrity to greatness, to be active, yet look good while doing it!

I believe that although Lululemon has some Grade-A quality clothes, it is what the company stands for that makes the brand popular. It reflects the personal values that individuals wish to fulfill, such as health.

Consumers are starting to realize that they are just as responsible for creating a better world, as the big corporations that surround them. We are now being conscious that it is our money that make companies successful, and we have the power to make a difference.