The Apparel Company 'Manifesta' Has Done Away with Clothing Sizes
Katherine Pendrill — June 15, 2015 — Fashion
References: mymanifesta & mashable
In order to help women realize that they are more than just a number, 'Manifesta' has completely done away with clothing sizes and body measurements. Rachel Blumenfeld started the company several years ago after noticing a lack of athletic wear for curvier women. She then began to take measurements of women and listened to what they were looking for in a more inclusive active wear brand.
While the clothing line has been an immense hit with women of all sizes, Blumenfeld has recently taken the company in an even more body positive direction. Replacing all sizes with descriptions of flowers, Manifesta wants to encourage women to look beyond the number on the inside of a label. When purchasing an item from the company customers now choose from the names of flowers, rather than selecting a numerical size.
While the clothing line has been an immense hit with women of all sizes, Blumenfeld has recently taken the company in an even more body positive direction. Replacing all sizes with descriptions of flowers, Manifesta wants to encourage women to look beyond the number on the inside of a label. When purchasing an item from the company customers now choose from the names of flowers, rather than selecting a numerical size.
Trend Themes
1. Inclusive Sizing - By eliminating clothing sizes and measurements, innovative brands can tap into the growing demand for inclusive sizing in the fashion industry.
2. Body Positive Marketing - Promoting body positivity and replacing numerical sizes with empowering descriptors like flowers presents an opportunity for brands to stand out and appeal to a wider audience.
3. Customer-centric Product Development - Listening to customer feedback and designing products based on their needs and preferences can lead to the creation of successful and inclusive clothing lines.
Industry Implications
1. Fashion Retail - Fashion retailers can capitalize on the popularity of body positive athletic wear by offering inclusive sizing options and adopting marketing strategies that promote self-acceptance.
2. Activewear - The activewear industry has the opportunity to disrupt the market by embracing body positivity and expanding their size ranges to cater to a diverse customer base.
3. Market Research and Consumer Insights - Companies specializing in market research and consumer insights can provide valuable data and insights to fashion brands, empowering them to develop size-inclusive products and marketing campaigns.
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