What’s in a Name: The Power of Plus Size

ModCloth has always been committed to size inclusivity. We’ve increased our plus-size clothing assortment by 307% in the past four years, and we’re determined to increase that number even more.

Back in 2015, we decided to ditch the term “plus size” and removed the plus-size category from the top of our site. We wanted our community to feel integrated into our shopping experience, no matter their size. That said, since that switch we’ve heard from you that it’s not always easy to find what you’re looking for, and it’d actually be clearer if we started using “plus size” again. In fact, some of our customers aren’t even aware that we sell plus-size clothing!

As a result, we’re testing how to best integrate “plus size” back into the top-level navigation of our online shopping experience starting this week. We want to streamline this messaging and make sure your experience is the best it can be. Please stay tuned as we work through the optimal way to serve our community of shoppers, no matter the size.

You’ll also see “plus size” popping up in other places, such as our emails, catalog, and homepage. Size inclusivity is something we stand behind, and we want you to find what you’re looking for so that you can feel like the best version of yourself.

But don’t worry, our plus-size community will always be able to shop with everyone else from any category page on our site and simply browse or filter by size. We’ll also continue to facilitate an inclusive shopping experience at our IRL FitShops, where there’s not a separate plus-size section, and everything is available to try on in a full size range (XXS-4X).

So keep an eye out. You’ll be seeing “plus size” pop up a lot. We’re going to be vocal about the unique offering of apparel that we have for you. Thanks to you, our community of intelligent, passionate, and stylish women, for continually giving us feedback so we can improve your experience and better serve you.

About Turi

When Turi isn’t blogging, you can find her nose behind a book. But reading isn’t her only pastime. She loves running (cue jogging stroller), taste-testing pizza and burgers, and working on the next great American novel. Her latest homage to all things literary? Her son is named after writer Dashiell Hammett. How apropos.

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  1. Dani 04/22/2018 at 10:15 pm #

    I appreciate that you no longer include “plus-size” in the text of the site. The integrated shopping experience is important. Perhaps including more photographs of women of all sizes will help. You main page today, 4.21.2018, has 7 photos of very slim women and one “plus-sized” women (I despise this term). I might also add that the larger woman is the very last image. Someone visiting the site for the first time might not even know you sell inclusive sizing.

    • Robynne Kozmenko 05/15/2018 at 4:29 pm #

      Yes exactly! I wrote a while back asking them to show a plus model if the clothing brand offers a plus size because things fit us differently.

  2. Amy 05/21/2018 at 4:22 pm #

    Thirded. Please, please use more plus sized models for the clothing. (And different sized plus sized models, too. A sz 18 isn’t going to have the same needs as a size 24) It’s absolutely impossible to buy when you don’t know how something will drape on your own kind of figure, and a 120 lb. model may as well be a hanger when it comes to figuring that out for ourselves.

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