On the road to achieving a more inclusive fashion industry, ModCloth has been one of the biggest pioneers, based on its extensive size options and willingness to feature women of all shapes and sizes.
Now, the website has taken yet another step toward body equality, by doing something at the forefront of every body diversity advocate's agenda: dropping labels altogether. In doing so, the brand hopes to improve the shopping experience for everyone.
The decision to remove its plus-size section came after the site conducted a survey of 1,494 women in the U.S between the ages of 18-35, finding that 60 percent of women feel embarrassed going to a different store or section to find their size, and 79 percent say the fashion industry ignores the needs of plus-size women.
Co-founder and Chief Creative Officer Susan Gregg Koger told The Huffington Post that combining all of its sizes is something the company has already had success with in its San Francisco Fit Shop. "We knew we had to translate that inclusive experience to our website and apps. Our categories should be defined by types of clothing, not bodies. Our community is the foundation of all we do at ModCloth, and our goal is to promote positivity and inspire confidence. This is another step towards body- and size-inclusivity."
We'll shop to that.
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