Editor’s note: Emma Diehl is engagement writer at CivicScience, a Pittsburgh-based research firm. This is an edited version of a post that originally appeared here under the title, “Neiman Marcus can benefit from size inclusivity.”
Many large retailers advertise their plus-size inclusivity, but a good portion of them only have plus sizes available online, making it challenging – if not impossible – for people to enjoy in-person shopping.
As brick and mortar retailers adjust sales strategies, some are choosing to make in the in-store experience more inclusive. In February, Neiman Marcus announced new plus-sized departments in five of its Last Call stores.
The majority of shoppers don’t have a strong opinion of plus-size clothing in retail. But, what about customers more likely to shop at a store if it’s size inclusive?
These shoppers are more likely to be women between ages 18-to-34. In addition, these shoppers are heavy social media users, and more likely to write positive reviews online. Please these customers, and you’ll see the positive sentiment spreading over social media.
Women of this age group have major buying power in the marketplace, and retailers should be looking at ways to appeal to them.
Will Neiman Marcus’ new size-inclusive policy benefit sales?
Sixty-two percent of size-inclusive shoppers have neutral feelings toward Neiman Marcus. The store has an opportunity to sway these shoppers to become fans of the brand with its new policy. Also, given these shoppers’ heavy social media habits, there’s an opportunity to create more positive chatter of the brand online, perhaps boosting sentiment even more.
Neiman Marcus’ overall neutral sentiment had me wondering if size-inclusive shoppers’ brand favorability is tied directly to the store’s sizing. Let’s take a look at another brick and mortar retailer who has been less-than-kind toward plus-sized shoppers: American Apparel.
Only 6 percent of plus-size positive shoppers have a favorable view of the retailer, half that of the other response groups. In addition, size inclusive shoppers are more likely to have a negative view of the store. While not conclusive, these favorability ratings would suggest that a brand’s size-inclusive policies affect brand favorability of target customers.
It doesn’t take much data to realize that the more people you can dress, the more clothing you can sell, and the more audiences you can reach. Neiman Marcus has an opportunity to sway its target demographic toward favorability with its size-inclusive policies.