Lord & Taylor is expanding its brand to be more inclusive of the average consumer as it adds Project Gravitas to its retail offerings, serving as the brand's first plus-size line that's integrated into the store, as appose to being separated.
Prior to the launch of this collaborative space, shoppers would have to go to different departments within the store in order to find plus-size clothing, making it difficult for people to shop in groups, while creating an unnecessary divide. Project Gravitas is working to eliminate that divide, as it removes the plus-size labels from its clothes, replacing it with 'Gravitas sizing.' Now, the brand's 20-piece collection will be offered in one integrated space, in attempt to help women build what Lord & Taylor is referring to as a "confidence closet."
Inclusive Integrated Clothing Stores
Project Gravitas is Eliminating the Plus Size Division
Trend Themes
1. Inclusive Fashion Retail - Project Gravitas' integration into Lord & Taylor implies a growing trend among retailers to break down barriers of fashion sizing and offer inclusive shopping experiences.
2. Sustainable Clothing Brands - Clothing companies that prioritize eco-friendly and inclusive practices are becoming more popular among consumers and have the potential to disrupt traditional retail practices.
3. Virtual Fitting Rooms - The integration of technology in fashion retail is offering a new way for customers to try on items, breaking down barriers of sizing and allowing for personalized shopping experiences without the need for physical samples.
Industry Implications
1. Fashion Retail - As inclusive fashion becomes more popular, clothing retailers must adapt and incorporate more inclusive practices to remain competitive.
2. Tech - The development of virtual fitting rooms and other fashion-related technologies presents new opportunities for tech companies to disrupt traditional retail practices and create new shopping experiences for customers.
3. Sustainability - Sustainable fashion brands that prioritize eco-friendliness and inclusivity are challenging traditional retail practices and offering consumers a more ethical shopping experience.