Some interesting and exciting changes that an activewear retailer announced today.
“Dear Superfit Heroes,
We are starting a new journey at Superfit Hero and I’m writing this letter to thank you for helping us get here and to invite you to join us. Beginning with our next collection (DROPS TOMORROW!), we are transitioning our size range to focus more fully on the needs of our plus size customers.
NEW SIZES: L - 7XL, 12 - 42
Since I launched this project in 2015, Superfit Hero has always been rooted in community. Over the years, feedback from our customers has helped us perfect the fit of our products, prioritize new releases, and create the Body Positive Fitness Finder.
Now, we’re adapting yet again. We recently completed an extensive round of interviews with many of our best customers. In these conversations, we explored the unique experiences of plus size athletes. We developed a much better understanding of what we can do to better serve the unique needs of our community.
IT ALL COMES DOWN TO ONE WORD: FIT.
Plus size shoppers are constantly having to ask: Do they have my size? Will these clothes actually fit me? Is the size chart accurate? Can I see models that look like me?
During our interviews, many of our customers described their shopping experiences with other brands as “traumatic.” This is the problem I want Superfit Hero to solve.
OUR RENEWED MISSION IS TO SERVE AND CARE FOR A COMMUNITY THAT HAS BEEN EXCLUDED AND MARGINALIZED FROM MAINSTREAM FASHION AND FITNESS CULTURES.
Moving forward, our new collections will be available in standard sizes L-7XL or 12-42. Everything from the products we make, our messaging and marketing, to our customer service policies will be tailored to the unique needs of our community rooted in deep care and compassion.
We’ve put together a bad ass team of professionals passionate about fat liberation, access, and movement.
I want to thank our entire community for being so generous with your support, honesty, and trust in our little brand. I promise to do everything in my power to not let you down.
Stay Super,
Micki Krimmel, founder & CEO”
https://www.facebook.com/30452.....07223/?d=n
Here’s why, when I show up in YLF these days, I push back on the idea that plus sized/fat customers aren’t profitable, that there’s no market, that it makes sense for brands to focus on straight size customers only.
Here’s a brand that is pivoting to do the opposite. They are moving their size range to focus on L-7X and center the needs of their plus size customers.
(If you aren’t sure why this is a big deal: try searching for activewear that goes to a 6X/a United States size 40. Really, look. I promise there are fat/plus sized people who need activewear in that size. It is EXTREMELY hard to find.)
If you are unhappy that the brand is phasing out some of its straight sizes, I’d ask you first to take a moment and consider how much activewear brands offer sizes S-L, and remind you that brands phase out plus sizes all the time, or offer FAR less selection in plus sizes, and usually stop at a 3X.
