Justin Alexander Group Continued Commitment to Size Inclusivity
Michele Iacovelli
1) Has Justin Alexander and Justin Alexander Signature always focused on size inclusivity?
Yes, the Justin Alexander Group has always focused on size inclusivity and we were one of the first bridal companies to no longer upcharge for plus-size styles. We want all brides to have an amazing wedding dress shopping experience, and not upcharging brides is the best way to do that.
2) How has it changed since you initially introduced it?
From a marketing perspective, brides today want to see their dream dress modeled on someone that looks like them. Seeing as the average women’s dress size in the United States is 14-16, we are committed to shooting our most loved styles in a range of sizes from straight to plus.
Additionally, we post size-inclusive content across our social media pages, website and encourage retailers to do the same in an effort to create an inclusive environment for all brides.
3) When did retailers realize they needed to stock plus size samples?
Over the past few years, our amazing sales and product team have spent time educating retailers regarding the importance of carrying plus size styles in their stores.
4) What percentage of retailers carry plus size samples now?
75% of our retailers worldwide currently carry plus size samples.
5) How does it make a difference when a woman walks in and can try on a wedding dress sample that she can be zipped into?
Having a magical wedding dress shopping experience is of utmost importance to the Justin Alexander Group. When a bride-to-be walks into a bridal boutique and can successfully try on a wedding dress in her size, the experience becomes magical, unforgettable and exactly what a bride-to-be deserves to feel.
6) What percentage of your business sales are plus size?
On average, 22% of our global wedding dress sales each year are plus size.
7) Does the price change for a plus size gown?
No, the Justin Alexander Group does not upcharge for a plus size gown and this decision was made around 10 years ago.
8) When you design a gown for the line, do you design the look for all sizes in mind or do you design specifically for plus size?
Seeing as most of our wedding gowns range in sizes 2-32, we design the dresses with all sizes in mind. We have an arrangement of styles, silhouettes and details that are flattering on all body types, whether straight or plus.
9) What are some of the best-selling styles that sell well in plus size?
10) Is “plus size” the word marketed as inclusive or is it presented in another way today?
The term plus size was the most popular searched term on our website in 2020. However, we have also experimented with the word “curvy” as well as “size-inclusive” throughout our marketing and branding. The term plus size is traditional; however, today’s brides may prefer different verbiage and we are here to cater to that preference as well.