In my last post, I wrote about McDonalds attempting to market physical exercise, while surrupticiously marketing McDonalds. I noted how McDonald’s goal is really not to fight obesity.
Now, for the other side of the issue. There are two articles in the Media and Marketing section of today’s Wall Street Journal of interest. The first notes how the chain Casual Male is attempting to revamp its image. They are rebranding their stores from “Big and Tall: Casual Male” to “Casual Male XL”. Why? Because their customers did not like the phrase “Big and Tall”, which was viewed as a euphamism for “fat”. The article noted how other chains fight this problem; after all, Lane Bryant doesn’t advertise itself as “The Fat Women’s Store”. Marketing experts are wondering if this will work. After all, there is only one product that men want to advertise they need an XL to wear… condoms.
In another article, it is reported on how there is more chic fashion for Plus Size Women. No, not designer condoms. Whereas in the past you would never see a plus-size model in a catalog, or if you saw plus-size clothes they were on skinny women… now you see plus-sized models in everyday catalogs. The article notes that Nordstrom has started incorporating plus-size models into its regulard catalogs, and has more in-store events for plus-size models. Fashion consultants are finding more and more to work with.
Those who know me know that I tend to prefer larger women (I married one). Thus, I’ve been familiar with the plus-size market for a long time. I’ve seen these changes. In the past, you had to work hard to find stylish large-sized fashions. You tended to go to the upscale stores such as Audry Jones, Enchante, or the super-casual indian style clothes such as Hari. Lane Bryant was known as the capital of bulletproof polyester. Nowadays, finding stylish large size stuff is easy. I’m glad to see it, and to watch the beneficiaries :-). Even more important: My wife is having an easier time of finding clothes that she likes and she looks good in.
