Disclosure: Alloy is one of Fat Chicâ€™s affiliates.
Now theyâ€™re pointing it out to you.
Alloyâ€™s offered sizes up to 25 for several years now. On July 26, in an email sent out to their customer mailing list, they finally announced they had one.
Hereâ€™s hoping they do more than just announce it to their already established customer base.
While itâ€™s possible some people may bemoan the sudden parting of the straight from the plus, it makes marketing sense. I even have anecdotal evidence to support that: one woman emailed me about Fat Chic Catalog and told me she didnâ€™t even know until she saw it that they offered plus size clothing as part of their extended size line. So it has been a best kept secret from Alloy themselves for a very, very long time. Although their target market is teen to early 20s girls (including marketing pushes including ABC Family Show Pretty Little Liars), more than one fatshionista has marked the site as a trendy â€œsecret weapon.â€
Selection, while limited, is far broader than what many stores do when they finally offer plus sizes. (H&M, that pointed look is at you.) There are 258 items, many of them fashion staples like maxi dresses and blue jeans. All are part of extended size lines â€“ they are made larger but not necessarily designed for larger bodies.
This is a breakthrough and for the next, baby steps. They just admitted they have plus sizes. Getting them to use plus size models for some of their plus size line takes an act of courage.