The previously pureplay retailer has opened an experiential pop-up store in New York’s SoHo shopping district.
Eloquii has reportedly opened a new pop-up store in SoHo after 22 percent of the plus-size retailer’s New York customer-base said the shopping precinct is their favourite place to shop.
Running until December 31, the brand is looking to capitalise on the busy festive season with a 2,500 square-foot pop-up that will be offering “Beauty and Brunch Sundays” and free personal styling sessions.
The pop-up is also encouraging shoppers to get active on social media by posing for photos in front of its “Merry Everything” and “New York is Always a Good Idea” signage.
When Eloquii first entered the US fashion scene, its products were sold in teenage fashion store, The Limited. When the outlet shut its doors in 2013, Eloquii emerged as a digital-only brand before re-entering the traditional retail market in 2017.
The online fashion retailer has gone through another makeover since Walmart acquired the business for a reported $100 million at the start of October, with bricks-and-mortar stores opening in Chicago, Detroit, Houston, Miami and Virginia.
In the last 12-months, Americans have spent $21.4 billion on women’s full-sized clothing, a number which is predicted to grow at a rate of four percent each year until 2020. For Walmart, the acquisition of Eloquii is a relatively affordable way for the retail giant to tap into this growing market.
The plus-sized fashion market in Australia has also seen exponential growth over the past few years, with the average Australian woman now wearing size 14 clothing.
Showpo and Ally Fashion are among a growing number of fashion retailer’s that are expanding their sizing, as traditional sizes six to 12 are no longer sufficient in catering to key consumer demographics.
Specialty Fashion Group’s, City Chic, is a perfect example of a brand capitalising in the plus-size fashion boom. By the end of 2018, Specialty Fashion’s CEO, Daniel Bracken, estimates City Chic will generate between $19 and $20 million in revenue. The brand has also seen its online sales grow 45 percent in a relatively short period of time.