Monday , 22 October 2018
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H&M Ignores Underserved Market by Pulling Plus Size Clothing from Stores (Watch)

Popular retail chain H&M has reportedly removed all plus size clothing from its stores in New York City. A representative for the company explained that the stores simply don’t have enough room for those clothing options anymore since they’ve added new product lines like home goods and beauty supplies.

But this move could very well turn out to be a negative one for the retailer, even with the new product lines. Fashion industry experts including Tim Gunn and Christian Siriano think that the fashion industry is failing its female consumers by not offering enough fashionable options for plus size women.

And H&M already launched an ad campaign with plus size model Ashley Graham earlier this year. But the company had to include a fine print disclaimer that said customers can only buy those plus size clothing options online.

Will this example of abandoning underserved markets be a lesson in missed opportunity?

Plus size clothing consumers make up a fairly high percentage of the market. And if you believe those industry experts, it’s a segment that’s fairly underserved at the moment. So by pulling those clothing options from stores, H&M could be missing out on an opportunity. In addition, if those customers can only shop for their clothing options online, they’re less likely to see all those new home goods and beauty products that are carried in stores.

H&M Store Photo via Shutterstock

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