Several key brands have been expanding their sizing on both ends of the spectrum. Retviews data shows that Fast Retailing’s leading brand Uniqlo carries four times more 3XL sizes in its assortment in 2022 than in 2021; growing from 1,4% to 5,6% in one year’s time. Similarly for 2XL sizes, their presence in Uniqlo’s assortment has grown 50% YoY.
Catering to smaller sizes as well - Uniqlo now carries 87% more XXS pieces in its overall assortment, as opposed to in 2021.
With Retviews, fashion brands can see this type of data in real-time, monitor competitors and adapt their own assortment, making sure that they are optimizing performance with the right size structure for their collection.
Victoria's Secret - The Change in Strategy
One of the most controversial brands in terms of inclusivity is the lingerie giant Victoria’s Secret, the US brand's identity formerly and famously lied in only portraying the sexy, slim and seemingly ideal “Victoria’s Secret Angels”, with the Victoria’s Secret fashion show, where models donned the famous angel wings down the runway.
However, this brand strategy no longer has its place in today’s market, where inclusivity, representation and empowerment reign supreme - further causing Victoria’s Secret sales to plummet throughout the past several years. Edging towards bankruptcy, the lingerie giant recently underwent a complete rebrand and has kept its focus on diversity and inclusivity, with new collections that cater to a wider range of women. But what lies in the data behind this rebrand? Considering the brand’s latest campaigns, how do its collections measure up?