Case Study : Ashley Stewart Stores
The plus size market is on the verge of becoming the next multi billion market and could attribute to steady sales within the overall fashion industry.
Around five years ago many of the initial plus size stores began to close as straight sizes began to incorporate clothing up to a size 18 into their lines. Specialty stores such as Ashley Stewart began to tinker on bankruptcy.
Until the new Executive Chairman and CEO took over the Ashley Stewart stores, so what did he do differently???
He realized that the internal infrastructure needed work and through technology began to overhaul the inventory system, he studied the demographics of the market, which was maturing and needed a designer overhaul from trendy club outfits to career, weekend and specialty occasions.
After redesigning the main product clothing, the next step was to figure out their customer base, which were AfricanAmerican women.
A successful relaunch takes partners!
The new CEO reached out to the top plus size blogger in the country, The Curvy Fashionista, who would act as part of the informal marketing team. Secondly, location, location the first Ashley Stewart store was opened in Brooklyn so that 's where they went.
The day was filled with a Sample Sale, which is new to the plus size market, manicures by the vegan and 5 free nail polish line Ginger and Liz which has been featured in Allure Magazine , make overs by the pioneer in African American beauty Vera Moore who was the second next to Madam C.J. Walker to become a multi millionaire African American women in the beauty market and whose company is 100 per cent equity owned. And the main sponsor Mixed Chick's whose hair care line caters to multi racial women.
These partners have loyal customers of over 250 million combined and their products are in Tribeca salons, Target, Ricky 's, CVS, Walgreens and many other retail stores.
The day didn't just end there it was workshop on how to be a plus size model and what you need as a part of your modeling kit. The difference between freelance and agents.
The food was catered by local vendors whose red velvet doughnut was amazing.
And the reveal of the updated clothing line that was all 40 percent off and if you wanted to open up a Ashley Stewart credit card that day you got an additional 20 per cent off.
The day was not only amazing with information about entrepreneurship, sample sales, awesome info and food.
This is the way you bring revamp a company and capture market share.
Cheers to Ashley Stewart!