ModCloth announced it has dropped the "plus" tab from its website. The women's clothing retailer has decided to put the larger sizes in with each category.
For the shoppers who still want to see only clothing available in larger sizes, ModCloth will continue to host an "extended sizes" category, reported Women's Wear Daily. The retailer's change was in response to customer feedback from the brand's first physical location, which opened in San Francisco in July.
Called The Fit Shop, the physical store is a place for consumers to browse and try on items before ordering online. It's also a showcase of the new brand line for larger sizes.
ModCloth commissioned a survey of 1,500 women who wear size 16 or above and 60 percent said they felt embarrassed to go to a separate store or department to find their size. In addition, 65 percent said they prefer to find their larger size in the same section as other sizes. In addition, 56 percent of women were frustrated with items labeled "plus."
Items sizes 16 and above are the brand's fastest growth category and the demographic places 30 percent more orders than average.
ModCloth received $15 million in funding this year and appointed new CEO Matthew Kaness.
-See this Women's Wear Daily article (subscription)
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