NEW YORK, Feb. 5, 2018 /PRNewswire/ -- LOFT, the brand known for feminine, versatile clothing, announces our launch of LOFT Plus, sizes 16-26. This new category is the latest addition to the brand's existing size offerings, which also include Petite, Tall and Maternity, and establishes the brand's unique place in the market as a full-service destination for on-trend fashion for every day.
LOFT Plus was created with the goal of achieving a perfect fit with the same great styles from LOFT's core seasonal collection, highlighting LOFT's penchant for color and prints. From smoothing waistbands to quality, breathable fabrics, styles are designed to flatter a woman's curves. Created with her life in mind, women will find everything from easy-to-wear day dresses to work-appropriate separates to essentials she'll reach for daily, like the perfect pair of stretch jeans.
"Our mission is to provide women with great fashion to live confidently," said Gary Muto, President and CEO, Ascena brands. "Adding Plus to our overall offering is a natural evolution for LOFT."
To celebrate the launch, LOFT will host a panel discussing fashion, careers and cultivating confidence on February 6 in New York City. Panelists include theCURVYcon co-founder and influencer CeCe Olisa, influencer and designer Gabi Gregg, model and creator of the "No Wrong Way" movement Denise Bidot, celebrity stylist Penny Lovell and model Marquita Pring.
LOFT will also hold local influencer-hosted pop up parties in cities including New York, Atlanta and Washington DC throughout February and March to provide women with the opportunity to see and try on key pieces from the collection in person, as well as encourage their feedback on the line.
The pop-up parties are just one way for LOFT to be able to actively listen to and respond to the client's needs, which fits in with the overall brand mission of championing and inspiring womens' optimistic approach to living. Focus groups and surveys played a part in planning, improving and refining the fit, and data gathered from online shopping habits after the launch will inform decisions about future store locations and product offerings.
"We are so excited to offer even more women the versatility and fashion LOFT is known for," said Laura Jacobs, SVP, Chief Marketing Officer. "We want to be able to hear from her, learn from her and continue making our products better for her."
About LOFT:
LOFT launched in 1998 and today has over 650 full-price and outlet stores in Canada, Mexico and in over 46 US states. LOFT creates modern, feminine and versatile clothing for a wide range of women with one common style goal: to look and feel confident, wherever the day takes them. From everyday essentials to attainable trends, LOFT consistently serves up color, print, pattern and novelty that never compromises on quality and fit (from petites to plus to tall to maternity). We connect with millions through LOFT.com, email, social media and our stores. LOFT's mission is to deliver to each of them the styles that reflect the world she lives in, because we know there's no one way to look, live or feel great—we embrace them all.
SOURCE LOFT
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