There’s a big assumpÂtion amongst fashÂion e‑commerce manÂagers: when it comes to women’s clothÂing, most ladies fall into the “stanÂdard” size range, while a minorÂiÂty need “Plus Sizes” of 14 and above. But if Abbey Post founder CynÂthia Schames has anyÂthing to do with it, that way of thinkÂing is about to become toast.
An ignored market
Schames has a vital lesÂson for e‑commerce manÂagers and e‑commerce anaÂlysts who have shared this assumpÂtion about sizes: wake up and smell the cofÂfee. In The U.S alone, there are 100 milÂlion women – and many, many more worldÂwide — who fall into the Plus Size catÂeÂgoÂry and want great clothes just as ferÂventÂly as their slighter sisÂters. The averÂage dress size of AmerÂiÂcan women is 14. Yet these women are genÂerÂalÂly ignored by traÂdiÂtionÂal retailÂers, a fact which leaves Schames and feelÂing more than a litÂtle indignant
Abbey Post goes straight for the plus size demoÂgraphÂic; it’s a fashÂion marÂketÂplace not too disÂsimÂiÂlar to Etsy, whereÂin anyÂone from top brands to indeÂpenÂdent designÂers can sell their creÂations. And it has a growÂing interÂnal social netÂwork to comÂpleÂment its recentÂly expandÂed invenÂtoÂry. Schames might have been a softÂware sales conÂsulÂtant in a forÂmer life, but she’s provÂing herÂself a canÂny e‑commerce manÂagÂer and entreÂpreÂneur, too.
A plus size woman herÂself, Schames had startÂed to realÂize that in her native New York, she was findÂing it hardÂer and hardÂer to find suitÂable sized garÂments. Brands were pulling their largÂer garÂments out of retail stores and placÂing them excluÂsiveÂly online.
IncludÂing largÂer women in social shopping
But accordÂing to Schames, the online options weren’t appealÂing, and none of them includÂed a social dimenÂsion that women espeÂcialÂly enjoy when they’re shopÂping. Plus size women, she says, feel “neglectÂed, disÂenÂfranÂchised and left out of conÂverÂsaÂtions about fashÂion.” That’s when the idea of a social netÂwork-come-e-retail site for the largÂer lady occurred to her. Give these women a platÂform to conÂnect over and but great clothes from, she says, and “that math adds up real fast.”
Abbey Post shares an emphaÂsis on plus size clothÂing with othÂer online retailÂers like WaneÂlo, OneStopÂPlus, SimÂpleBe and FashÂion to FigÂure. But its emphaÂsis on high-end clothÂing fused with its social approach realÂly sets it apart.
E‑commerce manÂagers, expect this baby to grow big – in a good way.