Nordstrom Embraces Size-Inclusive Initiatives
US department store Nordstrom is upping its size-inclusive strategies – recognising the $22bn spending power of the plus-size market, as well as the need for inclusivity across the board.
US denim brand Good American (co-founded by Khloé Kardashian) acted as the catalyst for the department store. The size-inclusive brand demanded that the retailer picked up every size from US 00-24 (UK 2-28) in order to sell its collections.
Nordstrom’s initiative will focus on size and shape diversity across all of its media, mannequins, marketing and signage, which brands with a limited size range will be excluded from. It’s also adding a size-equalising function to its website in a bid to eliminate vanity sizing. This means that customers who search for a size will be shown what closely resembles that measurement from other brands – even if that size is labelled as something else.
Recognising the need for a size-inclusive and fashion-forward product offering, Nordstrom has started asking brands to increase their sizing ranges. Topshop, Rag & Bone and Madewell have extended their denim sizes in line with the retailer’s request, while athletic brands like Nike, Beyond Yoga and Adidas have added XXL to their product offerings.
With brick-and-mortar stores being Nordstrom’s key draw, the strategy is a shrewd move. As size-diverse customers are often excluded from the in-store experience, stores would do well to lead from the front – tackling limited-size brands to ensure every customer is catered for.