Universal Standard Expands Size Inclusivity with Launch in 20 Nordstrom Stores

Table of Contents

1. Key Highlights
2. Introduction
3. Historical Context of Size Inclusivity in Fashion
4. Universal Standard's Unique Offerings
5. The Strategic Nordstrom Partnership
6. Implications for Plus-Size Shoppers
7. Market Response and Future Developments
8. Conclusion
9. FAQ

Key Highlights

• Universal Standard launches its size-inclusive clothing line in 20 Nordstrom locations, offering sizes 12 through 32.
• The partnership seeks to increase access to fashionable options for plus-size customers, amidst a trend of other brands reducing inclusive sizing.
• Universal Standard reports consistent profitability and over 30% year-over-year growth, reinforcing its place in the industry.

Introduction

The fashion industry has long grappled with issues of size inclusivity, where a significant portion of the population finds themselves underrepresented. In a striking move toward change, Universal Standard, a leading brand in size-inclusive fashion, announced its expansion into 20 select Nordstrom stores across the United States. This initiative allows shoppers to experience the brand's beloved clothing line in person and signifies a major step forward for plus-size customers who have often been marginalized in traditional retail settings. With estimates suggesting that nearly 68% of American women wear above a size 14, the question remains: Why have fashion retailers historically overlooked this demographic? This article explores the implications of Universal Standard's expansion, the historical context of size inclusivity in fashion, and the impact of this partnership on the shopping experience for all women.

Historical Context of Size Inclusivity in Fashion

The narrative of size inclusivity within the fashion industry has evolved significantly over the past decade. Historically, fashion designers and renowned brands have catered predominantly to straight sizes, perpetuating a cycle of exclusion for those who do not fit normative beauty standards. The onset of social media and the broader body positivity movement in the 2010s prompted many brands to reconsider their sizing options.

Brands like Aerie and ASOS pioneered the push for more inclusive sizing, beginning to validate the desires of consumers who had long been neglected. However, while many companies have expanded their offerings, a considerable number have simultaneously retracted their inclusive initiatives amid challenges associated with costs and logistics.

Universal Standard's commitment to disrupting this trend sets it apart within an industry that has faced criticism for its lack of diversity and representation. Co-founders Polina Veksler and Alex Waldman established the brand in 2015, aiming to create designs in sizes 00 to 40 that reflect the realities of American consumers.

Universal Standard's Unique Offerings

The introduction of sizes 12 through 32 in Nordstrom stores aligns seamlessly with Universal Standard's mission to democratize fashion. Their approach includes several innovative practices designed to enhance the shopping experience for plus-size customers:

1. “See It In Your Size” Feature: This groundbreaking tool on their website allows customers to view garments modeled on individuals of all sizes, addressing the difficulties shoppers face when trying to visualize fit and style.

2. “Fit Liberty” Exchange Program: This initiative enables customers to replace items when their size changes, promoting a sustainable approach to fashion consumption.

3. Custom Sizing Chart: Marks a shift from the industry's reliance on arbitrary sizing models, revealing a more realistic understanding of body sizes.

These offerings not only resonate with consumers but reflect Universal Standard's commitment to creating a fashion landscape that is accessible and appealing to diverse body types.

The Strategic Nordstrom Partnership

The recent partnership with Nordstrom represents the culmination of Universal Standard's longstanding relationship with the retailer. Since its inception, Nordstrom has been a willing ally, hosting Universal Standard's pop-up events in 2017, which increased visibility for size-inclusive fashion. "We’re excited to be growing our partnership with Universal Standard," said Emily Crandall, Senior Vice President at Nordstrom, emphasizing the retailer's commitment to delivering stylish options across the size spectrum.

By integrating Universal Standard into its locations, Nordstrom provides customers with direct access to the brand’s premium offerings. This includes essential wardrobe staples such as denim, workwear, and activewear, allowing plus-size customers to try before they buy—significantly enhancing the shopping experience compared to the industry norm of limited sizing available solely online.

Implications for Plus-Size Shoppers

The expansion into brick-and-mortar stores signifies a critical development for plus-size shoppers who have historically faced significant barriers in retail environments. With suppliers often limiting their physical offerings and relegating many styles to online-only availability, the ability to shop in person translates to increased convenience.

A typical plus-size shopper, who may require a new outfit for an upcoming occasion, often faces a stressful dilemma: waiting for multiple items shipped back and forth in hopes of a proper fit challenges the immediacy typically afforded to straight-size shoppers. Universal Standard's in-store availability is set to mitigate this strain, striking a blow against the industry standard of exclusion and prioritizing the needs of a diverse consumer base.

Additionally, the partnership illustrates a broader cultural shift within the retail sector, suggesting a potential resurgence of brick-and-mortar shopping tailored to inclusivity among diverse body types. This model, if successful, could prompt other retailers to reconsider their sizing strategies and foster a more inclusive shopping culture.

Market Response and Future Developments

The fashion industry has seen a paradigm shift, evidenced by Universal Standard's reported profitability and continued growth. The partnership with Nordstrom not only bolsters Universal Standard's market presence but also signals promising potential for future collaborations between major retailers and size-inclusive brands.

Waldman and Veksler's vision of creating an inclusive marketplace is echoed in their 30% year-over-year growth rate, suggesting a genuine demand for expanded size ranges resonating with consumers. As Universal Standard plans to extend partnerships with other retailers such as Anthropologie and Macy’s, it sets a precedent for further inclusion efforts across the retail sector.

Universal Standard's success highlights a growing consumer expectation for representation, urging the fashion industry to acknowledge the vital importance of equality in size offerings. The impact of such changes stretches beyond mere access to clothing—often translating into improved body confidence and self-esteem for those who have felt marginalized.

Conclusion

Universal Standard's expansion into Nordstrom stores marks a watershed moment in the fashion landscape, symbolizing a much-needed corrective to the legacy of exclusivity that has traditionally plagued the industry. Serving sizes 12 through 32 in prominent retail locations not only democratizes fashion but also empowers consumers to embrace their bodies in styles and designs that resonate with their identities. As the fashion world evolves, Universal Standard's story provides hope and a model for other brands to follow—one that prioritizes the phenomenal diversity of individuals that make up its customer base.

FAQ

What sizes does Universal Standard offer? Universal Standard offers sizes from 12 to 32, ensuring a diverse range of options for customers.

Where can I find Universal Standard clothing in-store? You can find Universal Standard clothing in 20 select Nordstrom store locations, including major cities like Chicago, Los Angeles, and Minneapolis.

What does the "Fit Liberty" program entail? The "Fit Liberty" program allows customers to exchange items for a different size if their body shape changes, promoting sustainability and customer satisfaction.

How does Universal Standard ensure customer representation? Universal Standard features a "See It In Your Size" tool on their website, allowing customers to view products on models of every size, enhancing the shopping experience.

Is the partnership with Nordstrom a part of a larger trend in the fashion industry? Yes, the partnership aligns with a growing trend among retailers to increase size inclusivity, responding to consumer demands for accessible and fashionable options across a wider spectrum of sizes.