Mango has announced the international launch of a new plus-size range, a standalone brand called Violeta by MANGO.
Offering trend-conscious items in European sizes 40-52 (converts to sizes 10-20 in US), the label will include 400 items and is scheduled to go on sale in January. In addition to the substantial product range, Violeta also boasts a sizable staff – the brand is launching with a dedicated 40-person team.
The brand will intially be introduced to Mango’s seven largest markets — France, Germany, Italy, Netherlands, Turkey, Russia and Spain — with a projected 100 retail outlets by the end of 2014. The first independent store will open in Spain.
The line will be available online in Europe, Turkey and Russia, but not in the US, despite increasing stateside demand for fashion-conscious plus-size apparel. Earlier this year, we heard from e-commerce site Modcloth, which reported an astonishingly postive response and heightened levels of customer engagement after launching a new plus category. And last year, Mango’s Spanish competitor Zara faced a barrage of criticism for its limited sizing options, with some plus-size bloggers and customers accusing the fast fashion chain of “fat shaming.”
Related: Who’s Really Driving the Thin Trend? Some Believe Consumers Want to See More Body Diversity
