Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: Corseted into a size 18 white denim dress, wearing heels that made her about 6-foot-2, Gwen DeVoe, a former model and fashion-show producer, stepped onto a runway in Manhattan this week and made a pitch to retailers for the plus-size woman.

Date: 06/18/2010


Questions for discussion:

  • What are the reasons for the growth of this segment of the fashion market?
  • Would you approach the marketing to this segment of customers differently from the way other segments are handled?
  • Do you believe brands are as significant to this market of customers as they are for other segments?
  • How would you handle the cost/price issue for these clothes?

Leave a Reply