Dia & Co. founder Nadia Boujarwah discusses the burgeoning plus-size fashion market, highlighting how increased social demand for inclusivity and growing inventory are leading a 'renaissance.' She advises brands to just 'start' offering plus-size options and clearly communicate their journey to customers, even if comprehensive solutions aren't immediate. The episode also touches on Dia & Co.'s strategic use of data, fundraising, and evolving business model, providing a roadmap for operators looking to tap into this underserved but highly engaged customer segment.
Key takeaways
Brands should 'just start' offering plus-size options and transparently communicate their ongoing commitment to inclusivity to manage customer expectations, rather than waiting for a perfect, comprehensive solution.
Leverage data strategically to understand customer needs, personalize offerings, and drive engagement within niche markets.
Even major retailers like Old Navy are investing in inclusive sizing; however, brands don't need to make immediate, comprehensive investments to begin serving the plus-size market. Incremental progress communicated effectively is still valuable.
Securing funding and adapting business models are critical for scaling businesses in competitive e-commerce landscapes, especially when addressing underserved demographics.
The fashion industry is experiencing a shift where brands are increasingly recognizing the commercial and social imperative to cater to the plus-size demographic, presenting a significant opportunity for growth and market differentiation.
Eight years ago, Nadia Boujarwah launched fashion styling and e-commerce company Dia & Co to cater to women wearing sizes 10-32. This customer segment has long been neglected, but according to Boujarwah, brand interest in serving the demo is at its height.
“The social calls for inclusivity have never been more pronounced,” she said on the latest Glossy Podcast. “Inclusivity has really moved into the limelight in the last two years."
She added, "We're hopeful we're at the beginning of the next renaissance of plus-size fashion, where both the social imperative and the inventory availability finally meet”.
Old Navy recently laid the foundation for such a renaissance by launching inclusive sizing, pricing and merchandising across its women’s product portfolio. Of course, not every brand can afford to make such an investment in the category -- but doing so isn’t needed to forward progress, Boujarwah said.
“Our advice to brands is to just start [offering plus-size options],” Boujarwah said. “As long as the customer knows they’re on a journey with you – where things are going to get better, and that is communicated clearly – the endpoint doesn't have to be today.”
In addition, Boujarwah discussed Dia & Co.’s strategic use of data, approach to fundraising and evolving business model.
Brands should 'just start' offering plus-size options and transparently communicate their ongoing commitment to inclusivity to manage customer expectations, rather than waiting for a perfect, comprehensive solution.
What does this episode say about brand & content?
Leverage data strategically to understand customer needs, personalize offerings, and drive engagement within niche markets.
What does this episode say about finance & fundraising?
Even major retailers like Old Navy are investing in inclusive sizing; however, brands don't need to make immediate, comprehensive investments to begin serving the plus-size market. Incremental progress communicated effectively is still valuable.
What does this episode say about founder & leadership?
Securing funding and adapting business models are critical for scaling businesses in competitive e-commerce landscapes, especially when addressing underserved demographics.
What does this episode say about dtc strategy?
The fashion industry is experiencing a shift where brands are increasingly recognizing the commercial and social imperative to cater to the plus-size demographic, presenting a significant opportunity for growth and market differentiation.
