Nordstrom Extends Size Range to 30 Stores
Nordstrom, seeking to make its shopping experience more inclusive, has ramped up its extended sizing offering to 30 stores and online, with 100 brands involved in the initiative.
“We remain focused, inspired and committed to inclusivity and having more sizes available to serve customers,” Tricia Smith, Nordstrom executive vice president and general merchandise manager for women’s apparel, said Tuesday.
“It’s been hard work and we’re making progress,” Smith added. “Style and fashion apply to everyone. We don’t view being size-inclusive any differently than the need to be more inclusive across the board — whether it’s ethnicity, size or body type. In our opinion, petite and plus sizes shouldn’t be considered special categories. They’re just sizes.”
Among the changes, more zeros, 2s, 14s, 16s and 18s across multiple categories including denim, dresses, swimwear, activewear and lingerie, are being added to its assortment.
Retailers in the past have tended to low-profile special sizes, often burying the selection in the back of the store. But Nordstrom said they’re highlighting the extended sizes in the participating stores with new signage and mannequins.
The strategy launched at Nordstrom Century City in Los Angeles in October 2017, with participation primarily coming from denim brands including Topshop, Rag & Bone and Madewell. And last holiday, Nordstrom went online with the strategy with 40 brands making extended sizes.
Nordstrom stressed that it’s not eliminating plus-size or petite departments, but is instead “working toward filling the gaps in sizes and integrating all sizes together for a more size inclusive shopping experience.”
Some brand additions include:
• Nike, Adidas and Beyond Yoga in size XXL. • Paige, Frame and Mother adding size 34. • Rebecca Taylor, Theory and ALC added sizes 14 and 16. • Nordstrom private-label brands Halogen, Zella and Nordstrom Signature in sizes XXS-XXL and 0 to 18.
Nordstrom said it will expand its extended sizes for its Anniversary Sale, which begins July 20, with several private-label brands providing up to size 24. Nordstrom will also be working on expanding the range of sizes available from its European brand partners. For fall, a broader range of size-inclusive mannequins designed exclusively for Nordstrom will be rolled out in the 30 stores. Ralph Pucci International has created customized mannequins.
Among the 30 Nordstrom locations providing the extended sizes are the stores in the Westfield Century City center in Los Angeles; downtown Seattle; the King of Prussia Mall in Pennsylvania; the Mall of America in Bloomington, Minn.; Roosevelt Field Mall in Garden City, N.Y.; The Mall at Short Hills in New Jersey, and The Westchester in White Plains, N.Y.