In this article:
- Macy’s has partnered with the #StyleNotSize TikTok and Instagram influencers, Denise Mercedes and Maria Castellanos, for a limited-time run of loungewear.
- Macy’s is hopping on the inclusivity influencer bandwagon, but showing you care about all your potential customers is what matters here
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Macy’s is offering a new line of loungewear in a wide range of sizes under its Jenni label called Style Not Size which is represented on models of different sizes online. It is being promoted by the pair of influencers who use that declaration for their personal brand, too.
Denise Mercedes wears a size 14, and Maria Castellanos wears a six. But the two friends dress alike when they dance together on their videos that are popular on TikTok and Instagram.
You can see the Macy’s and #StyleNotSize collaboration video on TikTok here:
@macys BFFs @Denise Mercedes and @mariacastellanos_ri ♬ original sound – Macy’s
“Seeing two different bodies wearing the same thing is a reminder to people that you don’t have to be a certain size to wear a specific style,” notes Mercedes.
Abercombie & Fitch tapped the pair for an ongoing collaboration that also got featured on the pair’s Instagram and TikTok channels. They earned commission on the pieces sold, which went well for them.
“Everything was sold out,” Mercedes noted. That is like what inspired Macy’s to give it a shot. It offered its first drop for the co-branded collection at the end of December 2021. Another two drops are planned.
Macy’s move follows not just in the footsteps of Abercrombie & Fitch for this pair in particular but the larger trend to extend equal treatment to women who wear larger sizes. It’s what underlies Gap’s adoption of what it calls Bodequality for its Old Navy line.
Many women’s fashions still only come in a range of sizes 0-12, and the more limited selections in the “plus” sizes usually come at a premium price. That conveys to a significant percentage of customers that they matter less than their slimmer counterparts.
Brands are now rethinking that implicit message by offering a wider array of sizes, so more women can find something that fits. That’s the branding of body positivity and inclusivity that is reshaping both retail offerings and marketing. And it’s applicable in any industry – just think of all your potential customers, all the different segments, and make sure to treat them all personally. The tech to accomplish personalization at scale exists, so there’s really no excuse to neglect any group.