How it feels when a brand stops stocking your size

It’s like a bad breakup.

As a plus-size Australian woman, it’s really hard to walk into a mall and find a store that stocks clothing in your size that will fit and flatter, particularly if you want something fashionable. Yes, we could all just go to Kmart, but sometimes Kmart just doesn’t cut it. Sometimes you want a high fashion moment.

Many online stores are starting to become more size-inclusive. But your standard chain stores (you know, the ones you find in your local shopping centres) are still slow to change. This means that heading into your local mall as a plus-size woman often feels like you’re heading into battle, and your body image is constantly on the front line.

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Often brands only stock their curve collections online, or you’ll be forced to pay extra for the range. If you do manage to find your size, usually it’s in a small section tucked away somewhere in the corner, so you get to walk past all the clothes you wish they’d stock in your size first. This doesn’t make for a fabulous shopping experience. You don’t exactly feel like Julia Roberts in Pretty Woman (well you do, but in the scene before Richard Gere takes her shopping).

As a curvy woman, when you find a brand that stocks your size, it’s refreshing and validating, and that’s why it’s so bloody painful when that same brand stops making your size. This is compounded by the fact that often plus-size women have no local alternative, so they’re forced online to shop, which isn’t always as convenient as you’d think.

Recently Dangerfield announced it was pulling its curve range. Allegedly, it’s only a temporary move, but no new relaunch date has been set. Naturally, plus-size women flocked to social media to share their disappointment – it’s an awful feeling to walk past a store you used to shop in and know the brand has decided you aren’t worth the effort.

I followed the conversation online because I understand that feeling. I’m plus-size, although at the smaller end of the spectrum. But I’ve had a similar experience. If I’m honest, it’s one I still think about regularly.

A few years ago, a high-end brand I loved pulled its size 14. I understand size 14 isn’t considered plus-size, but I drift between a 14 to 18 because of how inconsistent sizing is and because, like most women, my weight fluctuates.

I loved this brand for special occasions. Admittedly, I could only squeeze into its size 14 if the piece was made from stretchy material, but the brand’s clothing was of excellent quality and often embraced high fashion trends in a more wearable way. It was one of my favourite stores to ‘ooh’ and ‘aah’ over, and I usually treated myself to a seasonal piece.

Then one day, as I entered the store, a sales girl informed me the label no longer stocked size 14. She could give me no explanation as to why. It was a very awkward conversation and I think she muttered something about ‘demand’. On reflection, this makes no sense. The average Australian woman is a size 14, so surely there’s a lot of ‘demand’. Whatever, eh?

At the time, it felt really humiliating and I remember scurrying out of that store feeling a sense of shame. Basically, one of my favourite brands had told me it had no interest in dressing a body like mine. It didn’t want me representing the brand and it would rather lose customers like myself than create clothes for us. It was beyond hurtful.

I felt cheated. I had invested in this brand, supported this brand and it had turned its back on me without any warning. I had to do the walk of shame out of the store. It felt like it was somehow my fault. It was a bad breakup with no closure. This is why stories of brands eliminating their size ranges always strikes a chord with me – because I get it.

I understand feeling unwanted and not good enough, and having to walk past your favourite store and think, ‘Well, they don’t want me anymore’. And then being forced to only shop online for the majority of your clothes, which doesn’t always work out. Who hasn’t bought a top they didn’t realise was see-through from an online retailer?

Shopping as a plus-size woman isn’t always easy which is why it’s so painful when brands break up with you. I’m sure these brands have their own reasons, but none of them would be good enough for me. I don’t care if it costs more to make, or not enough plus-size people are shopping with you. Maybe invest in marketing to plus-size people and don’t pretend a few extra bits of fabric will make a huge financial difference. If clothing was priced based on material, wouldn’t size 8 always be the least expensive?

It’s insulting and, let’s face it, just plain rude. Brands that stop catering to their loyal customers have no idea who they are messing with because plus-size women have money to burn, care about fashion, are often brand loyal and cover every demographic. Brands are missing the opportunity to engage this market.

I’m with Julia Roberts’ character in Pretty Woman. Excluding customers, for whatever flimsy reason, is a mistake. “Big mistake. Big. Huge!”

For a list of brands with inclusive sizing, try this.