Retailers are (finally) ditching separate plus-size departments

By Jemma Brackebush • December 2, 2016 •

When online retailer Modcloth opened its first brick-and-mortar store in Austin, Texas earlier this month, it decided to offer every available style in sizes XXS to 4X. For a fashion retailer, it was a rare move.

Thanks to testing products in pop-up shops for the past 18 month and constantly monitoring online consumer shopping trends, the vintage-inspired clothing label saw a demand among its female shoppers for styles in a broad range of shapes and sizes.

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