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Nordstrom gets more inclusive size-wise

BY Marianne Wilson

Nordstrom wants to make its shopping experience more inclusive for everybody — and every body.

The department store retailer announced it is expanding its extended sizing initiative to 30 stores, with 100 brands producing extended sizes –more zeros, 2’s, 14’s, 16’s and 18’s — across multiple categories, including denim, dresses, swimwear, activewear and lingerie. New signage highlights the extended sizes in the participating stores.

“Style and fashion apply to everyone,” said Tricia Smith, Nordstrom executive VP and general merchandise manager for women’s apparel. “We don’t view being size inclusive any differently that the need to be more inclusive across the board — whether it’s ethnicity, size or body type.”

The sizing initiative launched at Nordstrom Century City in Los Angeles in October 2017, with participation primarily coming from denim brands including Topshop, Rag & Bone and Madewell. For holiday 2017, Nordstrom launched the initiative online with 40 brands making extended sizes.

Nordstrom noted it is not eliminating its existing plus-size or petite departments, but instead is working toward filling the gaps in sizes and integrating all sizes together for a more size-inclusive shopping experience.

“The industry really needed a retailer to be the voice of customers and ask for more sizes,” Smith said. “We’re thrilled more and more brands are extending their offerings to this population of stylish women who were previously missed. We remain focused, inspired and committed to inclusivity and having more sizes available to serve customers.”

Nordstrom is further expanding the extended sizes initiative for the upcoming Anniversary Sale (beginning July 20,) with many of its own private label brands making up to size 24. For fall 2018, a broader range of size-inclusive mannequins designed exclusively for Nordstrom will be rolled out in the 30 stores to help create a size inclusive shopping experience. The retailer will also be working on expanding the range of sizes available from its European brand partners.

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