Target has heard the cries of its plus-sized fans and is making a dedicated effort to provide more stylish clothing options to larger women with the launch of the Ava & Viv clothing line. In recent months, the retailer has been taken to task for its lack of plus-sized clothing. This is Target fixing that problem.
The line will be available for women sizes 14W to 26W and X to 4X. Target is hoping to make a firm grab in the lucrative plus market. Plus-sized women often complain about the lack of stylish choices and this line is catering to larger women who want something fashion-forward. Target tapped plus-sized bloggers GabiFresh, Chastity Garner and Nicolette Mason to pose for the line’s lookbook. The collection will include everything from basic tops to outerwear, denim, shorts, swimwear and more at prices ranging from $10 to $79.99.
Back in August, Garner penned a scathing blog post about the retailer and the fact that its Altuzarra collection did not include larger sizes. She called for a boycott of Target, saying she wouldn’t shop there as long as it ignored the plus customer, though it appears she’s changed her mind with this new endeavor.
As of late, the retailer has been making a conscious effort to expand its plus offering — the forthcoming Lilly Pulitzer collaboration includes plus options, but those will only be available online. Blogger Sarah Conley took issue with the availability of the collection, saying, “Target hasn’t turned this great corner to be inclusive. No, they are doing just enough to pacify us.” She pleaded with the retailer, “We’re not asking for something different or special, we just want a seat at the table. Is including the majority of American consumers (60% in case you haven’t seen the recent retail market studies) too much to ask for?” It looks like that seat just opened up.
Ava & Viv is due to hit stores February 22.