Loft has recently announced that it will cease offering plus-size clothing later this year, seemingly oblivious to the fact that women of all sizes deserve fashionable options. A recent study shows that the average American woman wears a size 16-18, which raises the question: why do retailers still label sizes above 14 as “plus size”? Why not just refer to them as sizes that many women actually wear? This ongoing stigma is frustrating, and Loft’s decision to discontinue its plus-size line only exacerbates the issue, leaving many women with even fewer options.
Social media users began to notice a decline in the availability of larger sizes and Loft’s responses have been anything but transparent. When asked about the reduction, the brand stated, “Unfortunately, due to ongoing business challenges, we have had to make some difficult decisions, which does impact our plus collection. Come fall, our size offering will be 00-18/XXS-XXL. We sincerely apologize for any disappointment.” It’s clear they chose to keep this information low-key, perhaps aware that their lack of inclusivity would not be well-received. Ironically, when they launched their plus-size line just three years ago, they celebrated the move publicly. The then-CEO remarked, “Our mission is to provide women with great fashion to live confidently,” and adding plus sizes was seen as a “natural evolution” for the brand.
Now, it seems they want to backtrack. One commenter raised a valid point: if a store were to eliminate other sizes like small or medium due to low sales, it would likely face backlash. Yet, clothing brands continue to focus on producing smaller sizes, even when there is a clear demand for larger options. If stores are worried about inventory costs, why not reduce the production of sizes that are consistently overstocked?
Historically, there has been a limited selection for plus-size clothing. I recall a relative lamenting over the lack of stylish options, often left with only unflattering choices. Although there have been improvements in the availability of trendy plus-size clothing, the gap between offerings for sizes 0-14 and those for larger sizes remains significant. Loft’s decision to eliminate their plus sizes is a disheartening step backwards, affecting a substantial portion of the market.
In another social media response, Loft attributed the decision to challenges stemming from COVID-19. However, it raises the question: why is it harder to provide size 20 options when smaller sizes are still readily available? This decision sends a discouraging message at a time when many people’s bodies and clothing needs are shifting due to disruptions caused by the pandemic. All bodies deserve to be celebrated and have access to diverse clothing options. Loft’s decision misses the mark, and it remains to be seen whether they will regret this move in the future.
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Summary: Loft’s recent announcement to stop selling plus-size clothing highlights the ongoing challenges faced by women with larger body types in finding fashionable options. While the average American woman wears sizes 16-18, retailers like Loft still label these sizes as “plus,” perpetuating a stigma. The decision, which the brand has attributed to COVID-related challenges, has sparked frustration among consumers who feel sidelined by such choices. Ultimately, this move raises questions about inclusivity and the message it sends to women of all sizes.