When online fashion retailer ModCloth decided to expand its plus-size offerings, Chief Creative Officer Susan Koger reached out to the company's 1,500 vendors for help.
Only 35 responded that they were willing to do plus-size collections.
"Our community drives most of our decisions, and they were giving feedback that they wanted plus-size clothing," Koger told us. "The hesitation [from vendors] was surprising to me as a business person because I see an opportunity to sell a lot more clothing."
Despite the initial setback, ModCloth is charging forward to offer a variety of plus-size clothing. Now, about 100 vendors have agreed to do the lines.
"For too long, plus-size women have been relegated to what has been called the 'plus-size ghetto,'" Koger said. "Businesses have limited offerings for them, and often don't take the time to make sure the clothing will fit a curvier person."
To make sure ModCloth gets plus-size right, the website hired in-house designers who are focused on making flattering and comfortable clothing as part of its private label.
Koger expects plus-size to be a huge source of growth for the brand.
"This is just the beginning for us," Koger said. "Serving more customers is an exciting and rewarding opportunity for us."