Loft launches first plus-size line

By

Cassidy Mantor

Published
Feb 5, 2018

Ann Inc.'s Loft has launched its first plus-size line, offering pieces in sizes 16 through 26 in response to consumer feedback across all channels from store managers to corporate employees.

The new extended plus-size collection builds upon Loft's existing aesthetic of wardrobe staples including blazers and blouses, colorful prints, and floral dresses. Statement items in the plus size collection include a kimono jacket and faux suede leggings.

Laura Jacobs, SVP and Chief Marketing Officer of Loft, noted that Loft already offers inclusive sizing of petite, tall, and maternity. Plus size was the next opportunity for the brand whose competitors, such as J. Crew and Banana Republic, are already in the plus-size space.

Jacobs said, "There was just a lot of passion in the building and in the organization to want to bring Loft to this group of customers."

Loft first experimented with a plus-size assortment last year with a capsule collaboration rolled out through subscription rental service Gwynnie Bee. Jacobs said the consumer feedback from the Gwynnie Bee capsule validated the need for Loft to extend sizing in a more permanent way.

Jacobs explained, "Gwynnie Bee wasn’t separate from this launch. It was part of it." To that end, select Gwynnie Bee pieces will remain available to rent from that pilot program.

The new Loft plus-size collection is priced with affordability in mind, with most pieces in the collection coming in under $100.

To celebrate the launch of the category, Loft is hosting a series of pop-up events across the country in February and March. Consumers are invited in store for snacks and refreshments and to preview the line in real life. Consumers can also receive one-on-one styling and inspiration from plus-size influencer CeCe Olisa.

The collection is now available online.