Addition Elle brings plus-size sexy back
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Hey there, time traveller!
This article was published 21/04/2012 (5106 days ago), so information in it may no longer be current.
Addition Elle is bringing plus-size sexy back by using some top models.
The branch of retail giant Reitmans has been getting much attention for plus-size Ashley Graham’s casting in the company’s latest print, television and web campaigns.
“The fashion media doesn’t have a realistic portrayal of woman,” said Roslyn Griner, VP of marketing for Addition Elle, which has three locations in Winnipeg. “I wanted the campaign to be (as if) you were watching an ad by Victoria’s Secret.”
The Graham ads are to re-introduce the store’s lingerie division, which is now stepping up its aims to be trendy, sexy and functional in the 38C to 42H size range.
In the new collection, there are gorgeous blue and black lace numbers, plunging bras, a zebra balconet, along with sexy sleepwear. There are also new and improved basic T-shirt bras called Smooth Curve Underwire bra (sizes 38D to 44 DDD) and Softcup bra (40C to 46 DDD). All bras cost $49.99 and there’s an ongoing promotion in which you buy one and get a second one at 40 per cent off.
It’s not just the company’s lingerie division getting a makeover. After conducting a series of surveys, Addition Elle revamped its total brand image to include more fashionable styles in the 14-26 size range.
“(The plus-size consumer) doesn’t feel included in fashion world. There are really very few retail options in Canada and she doesn’t want to look frumpy and dated,” she said. On the trend circuit, there’s Forever 21-plus and ASOS curve. But in these shops, plus-size women often feel like they are entering “that” section of the store, which doesn’t exactly feel so welcoming.
At Additon Elle, sales clerks have been given specialized training to keep the focus on fashion, not size. This season, Addition Elle merchandisers focused on trends like coloured denim and colour blocking.
Since the brand has made efforts to reposition the in-store lingerie department, Griner reports a lift in sales from 11 per cent to 30 cent of total store sales. Please visit Additonelle.com and facebook.com/additionelle for more information.
— Postmedia News