Hey Delights!
LOFT recently shared in a comment on one of their social media posts that they are phasing out their plus size line after their summer drops.
And instead of taking stock of where they failed, they have doubled down in sacrificing their plus size line to stem off their “business challenges”.
If you have been riding with me here for any amount of time then you know that back in 2018 when LOFT added plus sizes I hosted an in-store event with them and a series of collaboration posts.
One of the things that I had addressed with the staff at the time was the fact that a lot of the more trendy, fashion forward pieces we’re not in store.
Some members of the staff also expressed their own “angst” about the pieces that they were sent for the plus section.
But a lot of my fabs came and we had a really great event & although I love their jeans, I rarely ever stopped in the store after that.
Mainly because of the lack of options, but also because the store just isn’t located where I normally shopped. (This was the same for the Eloquii store that we had here in Chicago). 
It was almost as if they wanted to throw their plus items in a location to say they had them but not their main location, which here would have been on Michigan Avenue.
Today I recorded a short podcast expressing my thoughts on the latest development at LOFT and to share some important facts about the plus size fashion market in general.
One important thing to note is that the plus size market has been growing at twice the rate as the market as a whole.
This is why I titled this post as I did.
LOFT along with Lane Bryant are a part the same group purchased out of bankruptcy by new owners. And while yes business is about making money, the businesses that hold multiple fashion brands are especially about the bottom line yet seem to miss some very specific things about serving the plus size community.
Because the truth is that if you are bringing the fashion, we plus size women drop the coins.
So their generic “reasoning” for dropping the plus line just doesn’t fly & they need to just own up to where the brand failed.
It would definitely leave less of a sour taste in my mouth but it seems to be easier to perpetuate the falsehood that plus fashion doesn’t sell.