Volcom Women’s has done something fairly revolutionary in the surf industry by adding extended sizing to its swim and apparel lines.
And, perhaps even more groundbreaking: they are featuring plus-sized models in advertising campaigns.
We asked Erica Yary, Volcom Women’s Global Marketing Director, some questions about the new initiative.
What are the extended sizes and what categories are they in?
Erica Yary, Volcom Women’s Global Marketing Director: The scale of sizing we now offer starts at a 24” and goes to a 26W for bottoms and XXL-3X in tops and dresses.
What has the reaction been to it?
Erica Yary: We have seen a lot of positivity and great sentiment surrounding the launch of Volcom For Every Body all-inclusive sizing.
We are now going into our second season of offerings in the new sizing and we are excited to see our potential in the months to come.
Are retailers ordering it?
Erica Yary: Yes, our core specialty retailers are bringing it in as well as our department store partner Nordstrom, which is seeing success in their plus and extended assortment.
Is there a different kind of retailer that is ordering the new sizing or is it the same retailers?
Erica Yary: It has been interesting as we educate our buyers and retailers on the launch. When we show them the product and consumer photos, they instantly realize that this girl is shopping in their stores and she walks out empty handed.
In addition to our current distribution, there are a few “plus-size only” retailers that are bringing in this collection starting Holiday 2018.
Do the swim tops for larger chest sizes have more support or is it the same support as the smaller sizes?
Erica Yary: Both swim and apparel have been changed in both obvious and subtle ways. Some facts on the sizing for plus swim we implemented:
- The plus fit size is the largest body measurements of the size 16 (Bust 45” – waist 39.5’’ – hip 49’’).
- We grade up and down from there using a 2’’ grade.
- The cup size will fit at least a D cup.
- The rubber widths are wider than in the XS-XXL size range, both in the strappings and in the seams.
- Darts will be added when needed for better fit.
- Back hooks are either larger or there are additional hooks to help with support.
Were retailers and consumers asking for extended sizing?
Erica Yary: There has always been a need to serve this community of girls who aren’t able to wear the brands that they love due to sizing.
We would hear it on social media at times. And when we were doing our research before creating the offering, the girls we spoke to were all elated that we were going to be offering Volcom Women’s in sizes they could wear. These girls actually helped us curate the collection.
Now it’s our job to educate the retailers. So far, we haven’t had any resistance.
It has been eye opening for retailers as well and they are joining in the excitement around this. It’s also a new revenue stream for them, which is good for everybody.
