Even though more than half of American women are plus-sized, with an average women wearing a size 14, sales of plus-size clothing are not bouncing back as quickly as those for the total category (+2.4% versus +4%).
Hanes has decided to try a new approach to support its Just My Size line -- increasing its use of social media. Specifically it is courting plus-sized fashion bloggers with a New York fashion event.
Just My Size already has 80,000 Facebook fans. And their research has shown that plus-sized women spend time online, so they think this is the best way for them to connect with their users. (Mahoney, 2010)
Do you agree? Would a partnership with More magazine online be a better option? Or how about one with Weight Watchers? Or do you have a different idea altogether?
Mahoney, S. (2010, October 19). Hanes Just My Size Bonds With Bloggers. mediapost.com. Retrieved October 20, 2010, from