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https://www.fashionworkie.com/job/paid-media-assistant-5

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Supporting the ongoing maintenance of the daily BAU plans

Supporting with reporting to measure campaign effectiveness in order to drive future recommendations

Working with the wider multichannel team, merchandising team, sports teams and brand teams to plan engaging CRM campaigns promoting key product areas and brand messages

Defining, proposing and implementing a targeted approach to all communications

Support the Development of an email/push notification testing plan to drive improvement in the journey and improve CRM KPIs.

What We're Looking For:

Strong organisational skills and the ability to multitask

Someone willing to learn

Experience of push notification and email send programs would be an advantage

Knowledge of Excel and Google Docs would be an advantage.

A university graduate or equivalent marketing qualification is advantageous.

The Company:

The JD Group is a leading omnichannel retailer of Sports Fashion, Street & Premium Fashion, Outdoors and Gyms with over 60,000 colleagues over 3,400 stores across several retail fascia's in over 30 markets around the world.

We are an equal opportunities employer who embraces and values differences. We recognise the importance of an inclusive workplace culture in which everyone can thrive irrespective of their background or identity.

To be a part of this successful and continuously growing company, you will have the desire to ingrain our strategic goals of being a people first, a digital leader and customer focused organisation which provides operational excellence and is continuous with identifying new areas of growth into our day-to-day.
We know our employees work tirelessly to make JD Sports the success it is today and in turn, we offer them some amazing benefits:

Incremental Holiday Allowance

Staff Discount on qualifying purchases across Group retail stores and online

Exclusive Colleague Bike Discount scheme

Discounted Gym membership

Personal development opportunities to learn and develop at work

Access to Apprenticeships and accredited qualifications

Interested?

If you are interested in this position, then press the Apply Now button.

Due to the high volumes of applications our opportunities attract, it takes time to review them all. If you don't hear back within two weeks of your application, please consider your application to have been unsuccessful on this occasion

Applications that meet the skills criteria will be contacted for a 1st stage meeting with the talent team. Shortlisted candidates will then be invited to interview with the hiring manager.

Thank you again for your time.

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As a CRM Executive, you'll be doing the following: Supporting the ongoing maintenance of the daily BAU plans Supporting with reporting to measure campaign effectiveness in order to drive future recommendations Working with the wider multichannel team, merchandising team, sports teams and brand teams to plan engaging CRM campaigns promoting key product areas and brand messages Defining, proposing and implementing a targeted approach to all communications

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https://www.asoscareers.com/job-search/commercial-customer/marketing/london/talent-assistant/743999936100263

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Research
Data Analysis
Teamwork
Innovation
Creativity
Self Motivated
Perfectionist
Trend analysis
Microsoft Excel/Google Docs
Understanding Key Performance Indicators and Return on Investment
Multitasking

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Negotiation
Relationship management
Teamwork
Social Media Skills
Organisation
Ability to act as an Ambassador
Enthusiasm
Knowledge on Digital Trends

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Frasers Group - Retail Marketing Assistant

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Frasers Group - Retail Marketing Assistant

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https://www.fashionworkie.com/job/retail-marketing-assistant-3

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At Frasers Group we're rethinking retail. Through digital innovation and unique store experiences, we're serving our consumers with the world's best sports, premium and luxury brands globally. As a leader in the industry, we're elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.
Key Responsibilities:

Assist the wider retail marketing team on a daily basis with organisation and implementation of key marketing campaigns and objectives

Support on implementation of retail marketing campaigns including in store POS, promotional activity including SALE and Black Friday, seasonal campaign launches, brand activations and new store openings

Work with the wider team to ensure all store openings run smoothly, from pre-opening, to POS ordering and delivery, to opening activity and post-opening support

Liaising with the Comms team and Store Management teams to communicate relevant marketing information and give marketing support at Retail level

Compiling, reviewing and actioning store marketing requests

POS - maintaining the POS ordering system (daily) and organising the seasonal POS refresh

Implementing the digital screen content updates to the estate, and tracking changes in the Digital Screen Tracker document

Maintaining the individual store window guide information and master breakdown document

Ad hoc tasks including raising POs and invoicing, updating the marketing calendar, competitor activity tracking, maintaining gift card quantities and compiling presentations

Maintain marketing administration for the department

QUALIFICATIONS:

Skilled organiser and administrator

Excellent attention to detail

Good interpersonal and communication skills

Excellent organisational skills

Reliable, supportive and positive with a committed and hardworking attitude

The ability to cope under pressure and work effectively towards deadlines

Proficiency with Microsoft Word, PowerPoint, Excel and Outlook

A proactive problem solver

Keen interest in and understanding of fashion and the retail industry

University degree is preferable

Experience in a Marketing Assistant role preferable

ADDITIONAL INFORMATION

An opportunity like this at Frasers Group is for the fearless. The potential is massive, the experience unrivalled. To be able to make the most of it you need to live and breathe our principles:

Think without limits - Think fast, think fearlessly and take the team with you
Own it and back yourself - own the basics, own your role and own the results
Be relevant - Relevant to our people, our partners and the planet

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At Frasers Group we're rethinking retail. Through digital innovation and unique store experiences, we're serving our consumers with the world's best sports, premium and luxury brands globally. As a leader in the industry, we're elevating the retail experience for our consumers through our collection of established brands, including Sports Direct, FLANNELS, USC, Frasers, and GAME.

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Frasers Group - Retail Marketing Assistant

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Frasers Group - Retail Marketing Assistant

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Organisation
Implementation
Campaign Launches
Support
Experience with POS
Tracking
Analysis
Invoices
Competitor analysis
Admin
Attention to detail
Interpersonal skills
Communication
Reliability
Good under pressure
Hard working
Positive attitude

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Leadership skills - I gained these through my management experience.
Communication - I have learned to communicate with all kinds of people, meeting each persons different communication style.
Teamwork - working at a variety of different levels I have learned how to be a team player in varying levels of authority.
Presenting - In my professional preparation model I received excellent feedback on my presenting skills which led to me feeling more confident in this area.
Creativity - I have a creative mind and enjoy coming up with different solutions to problems.
Innovation - I have learned to be innovative throughout my time studying Fashion Marketing.
Budgeting - I have learned to budget in my time working as a manager, working towards set targets.
Initiative - I have strong instincts that allow me to have great initiative.
Self reflection - I am good at recognising where I need to develop but sometimes struggle to recognise where I have done well.
Report Writing - I have thoroughly developed this skill throughout my time at University.
Problem Solving - I am good at identifying the root cause of a problem, which consequently helps to solve the issue.
Academic Research - I am good at locating trustworthy information in order to support my work.
Self Motivated - I believe it's crucial to always work to my maximum potential, in order to be the best I can be.
Good under pressure - working in a fast paced environment allowed me to develop this skill.

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What Youll Be Doing

Complete end-to-end management of the ASOS Insiders including but not limited to: Talent briefing, talent negotiation, contracting, and ensuring all content is created to brief.

Relationship management working with the ASOS insiders, internal stakeholders and external brands to always ensure our talent approach is in line with our target audience.

Continue to refresh the programme as and when we have leavers/ ability to extend the programme

Be an advocate for and PR the ASOS Insider programme internally and with 3rd party brands

Support with the roll-out of ASOSs newly reimagined global talent strategy.

Support the team with any general admin tasks in relation to any talent partnerships i.e.. Contracting, sending product, sourcing/ pipeling talent, creating talent briefs etc.

Entry level relationship management with contacts outside of the ASOS Insider programme working with a broad remit of industry contacts, ranging across, but not limited to talent and model agents, influencers and talent, VIPs, and internal stakeholders to always ensure our content approach is in line with our target audience.

Support managing ASOS press showroom appointments with the teams talent pool to aid product seeding as part of campaign amplification from organic to paid content creation support.

Ensure all talent partnerships are compliant with any legal guidelines we have advised.

Be a constant champion for talent in the business, with one eye on what our competitors are doing.

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Frasers Group - Retail Marketing Assistant

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Frasers Group - Retail Marketing Assistant

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https://www.cim.co.uk/training/list-courses/influencer-strategy/

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Book now to kickstart your learning in 2024 with 15% off all CIM training courses.

Don't miss out by booking before 14 February on courses running up until 30 April 2024 . Use code DISCOUNT15. *T&Cs

Overview

Influencer marketing is now a key component of digital marketing and includes a variety of approaches such as celebrity endorsement, content creation, joint ventures, social media, employee ambassador programs and customer advocacy. This course focuses on how you can harness this growing tactic strategically. On the day we'll discuss and determine your key objectives, establish what positive ROI looks like for you, consider the range of influencer programs, define and identify your strategic model - whilst also covering the practicalities of managing influencer programs and the importance of trust.

Who should attend?

This course is ideal for marketers, whether B2B or B2C, who are keen to develop an influencer strategy to maximise the long-term opportunity influencer marketing can bring to your brand or organisation.

Learning outcomes

Learn about the breadth of current influencer marketing programs, both consumer and enterprise

Understand where influencer marketing impacts the customer journey

Research and discover relevant influencers following best practice

Strategically choose the right type of influencers, prioritise and segment

How to onboard, negotiate with and build successful relationships with influencers

Learn key tools and resources that help to effectively manage influencer campaigns

Understand which KPIs to use to drive strategically aligned ROI

Build and develop your Influencer Strategy using a planning framework

Course Director

Will Francis

Will runs and creates digital marketing training programs for many of the leading institutions. His marketing expertise draws on nearly two decades spent working with the world's most loved brands - through a social network (MySpace), a global ad agency (Adam&Eve DDB) and the digital agency he founded (Harkable). He is a published author, with a new title published by Penguin Random House due out in 2023. Will is a regular contributing expert in the media as well as at industry conferences and events, sharing his expertise and opinion on the digital matters of the day.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

Are these courses for you?

If so please continue to add any extra courses to your cart or check out.

Want to purchase courses for multiple people or have any other training requirements?
Call us on 01628 427360
Email us at training@cim.co.uk
or click on the 'Need Help' icon that has appeared to the right.

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How to develop a robust, results-focused influencer strategy.

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Book now to kickstart your learning in 2024 with 15% off all CIM training courses.

Don't miss out by booking before 14 February on courses running up until 30 April 2024 . Use code DISCOUNT15. *T&Cs

Overview

AI is already having an increasingly significant impact on marketing. It is already reinventing customer targeting and communications through automated content development and campaign analysis. It has the potential to do much more.

In this one-day training course, we will explore current advances and the long-term transformative power of this new technology and consider how marketing professionals can stay ahead of the curve and harness the full potential of these innovative tools.

This course aims to equip you with the knowledge and skills necessary to evaluate the capabilities of the latest AI tools and emerging digital tech. It will also consider how sophisticated algorithms, predictive analytics, augmented reality and chatbots continue to redefine marketing strategies.

We will explore various aspects of AI technologies and emerging digital trends, to understand their impact on consumer behaviour, data analysis, customer segmentation, content creation, personalisation and CX. We will also assess the ethical considerations surrounding AI technologies and how to navigate potential pitfalls and challenges.

Who should attend?

This course is for anyone interested in the latest AI tools and emerging digital technologies, and how marketers can leverage these advancements to enhance their efficiency, make data-driven decisions, deliver exceptional customer experiences and drive better results for their organisations.

Learning outcomes

Review the best AI tools (free and paid) for marketers, to include ChatGPT, JasperAI, Brandwatch, Flick, MarketMuse, Grammarly and SEMrush

Content generation: how the latest AI tools can assist in creating and optimising marketing content

Data analysis and customer insights: how AI can provide valuable insights about customer behaviour, preferences, and trends

Predictive analytics: how AI can analyse data to make accurate predictions about customer behaviour, market trends, and campaign performance

Social media monitoring: how AI tools can monitor social media platforms, online forums, and review sites to track brand mentions, customer sentiment, and emerging trends

Marketing automation: how AI can streamline marketing tasks such as email marketing, social media scheduling, and campaign management

Voice and visual search optimisation: how AI tools can help marketers optimise their content and ads for voice-based and image-based queries

Customer experience: how AR, VR and AI-powered chatbots can assist with purchase decisions to improve customer experience and satisfaction

Evaluate customer acceptance and adoption of AI and the ethical implications

Testimonials

"A canter through all the various aspects of AI. Fascinating and enlightening."

Josephine Lavelle Director of Marketing and Engagement Forestry England

Course Director

Nick Baggott

Nick Baggott FCIM has been a CIM Course Director for CRM & Digital for 9 years. He is a Professor at Hult International Business School and MD of Navigate Consulting Ltd. He works globally with clients like Google, Avon, EY, BP and Vodafone. He was formerly Group Client Service Director at Chemistry, a specialist CRM focused agency. Nick regularly advises clients on digital and data strategy as well as being an expert in CRM and customer experience. Throughout his career, Nick has stayed at the forefront of digital marketing and data driven marketing thinking, by being curious and constantly evolving his content to reflect marketing trends and client needs. Nick is focused on helping clients who may not have the technical knowledge of all of the tools available to understand which tools and techniques can help their business reach its goals.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.

Are these courses for you?

If so please continue to add any extra courses to your cart or check out.

Want to purchase courses for multiple people or have any other training requirements?
Call us on 01628 427360
Email us at training@cim.co.uk
or click on the 'Need Help' icon that has appeared to the right.

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AI and emerging digital tech to improve customer experiences, drive data-driven insights and create and optimise content.

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Build a Direct-to-Consumer Brand with Jen Rubio | Online Sho | Online Course | #BoFEducation

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Learn the creative brand strategy and entrepreneurial skills needed to launch, scale and sustain a DTC brand in 4 simple steps.

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Vogue Business - Future-Proofing  your e-commerce strategy event

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Vogue Business - Future-Proofing  your e-commerce strategy event

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Register Now | Future-proofing your e-commerce strategy

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Register below to attend the Vogue Business 'Future-proofing your e-commerce strategy' event, in partnership with Bolt, taking place in New York.

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More than a decade after the launch of Instagram, influencer marketing has evolved from a cottage industry into a global juggernaut. In a sense, fashion and beauty brands are just beginning to understand how best to use creators to sell their products. Spending on influencer marketing is expected to top $4 billion in 2022 in the US alone, according to eMarketer. The explosive growth of this market isn't without its growing pains, which include costlier endeavours and moving goalposts.

The question is no longer about whether a brand should get into influencer marketing. Rather, it's how to most effectively reach their target audience with influencer marketing.

As the space has matured, some challenges, such as finding the right influencers to pair with the right brand, have receded. Others, such as inaccurate performance metrics, have stubbornly persisted. At the same time, the landscape has changed dramatically, with a constantly shifting array of talent and the rise of TikTok as arguably the first true challenger to Instagram for fashion's marketing dollars. Meanwhile, changes to privacy regulations and norms will impact marketers' ability to track consumers effectively.

This case study seeks to educate readers on topics ranging from platform usage, talent scouting and relationship building, contract negotiations, content strategy, campaign execution and measurement. The guidance focuses on influencer marketing in the US and Europe, as well as in China, where differing cultural norms impact the way talent and brands work together. BoF spoke with experts from influencer marketing agencies, talent firms, fashion and beauty brands, creators and platforms to understand the challenges they are facing and how they are innovating for the future.

Click below to read the case study now.

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The Complete Guide to Influencer Marketing - Download the Case Study

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As the creator space has matured, brands must be thoughtful about crafting a strategy that leverages influencer marketing's full power, considering everything from talent scouting to the effectiveness of metrics.

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https://www.linkedin.com/pulse/fashion-breaking-boundaries-between-male-female-china-anaïs/

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Welcome to the second newsletter of The Fashion Dynasty . A massive thank you to the first subscribers that have signed up for this digital piece of paper - the story is only getting started.

Today, I wanted to talk about the Chinese men that are changing the face of fashion and luxury. When I was talking about our latest marketing campaigns in China with a friend, he was surprised by the Chinese men who were "feminine". He was thinking these men were part of the LGBTQ+ community and carrying the rainbow flag.

But what my friend did not know: these Chinese men were among the top celebrities in China and the highest symbol of masculinity and sex appeal for Chinese women. The lines between masculinity and feminity are blurred and ignoring the set gender in clothes for Chinese young men is a new way to express themselves and show their own taste.

This is not about feminine style, this is about minimal chic.

The Man that Incarnated Chanel in China

For all the marketing managers and fashion experts, you all know that the luxury brand is for women only. The storytelling of the brand is all about Gabrielle, the clothing collections are only for women, and the catwalks during PFW only showcase women. But in China, the brand ambassador for the clothing line is... a man.

The renowned Chinese actor Wang Yibo is always defying gender expectations in the fashion industry. In China, everyone was defining him as "人间香奈儿", standing for "the man that incarnated Chanel" when he was appointed brand ambassador. His example is the best example of Chinese men cracking down on the boundaries softly. When he wears women's clothes, he wears them in a masculine way. Most Chinese netizens could not even say it was female collections, which was quite surprising for them.

The Destigmatization of Fashion and Jewelry in China

Genderless items are among the top lifestyle shifts in young China today. Gen Z is driving this shift with a new appeal for clothes, bags, jewelry, and perfumes that can be easily shared between the man and the woman. The gender put on your collection does not really matter and the highest symbol of freedom is wearing women's clothes while being a man, and vice versa.

Fashion : In the West, it was very common to see women borrow fashion items from men. From baggy jeans to large-size suits, this trend is highly accepted in our society. This is this freedom that inspired Chinese men to wear items from women's collections. On Weibo, the hashtag Male Celebrity In Womenswear is reaching over 150 million views. From sweaters to t-shirts, this shift created a sense of novelty in the fashion industry.

Jewelry : The young Chinese male is driving the shift in sales in the market, with a new appetite for elegant jewelry and fine stones such as diamonds. On Xiaohongshu, the hashtag Men Jewelry has more than 30,000 posts and official brands are sharing men wearing rings in rose gold with diamonds. This is very common to see Chinese men wearing a pearl necklace, a diamond ring, or a rose gold bracelet with fine stones. The Force 10 bracelet from Fred, the True bracelet from , and the Ecrou bracelet from are receiving a great appeal from Chinese men in China.

Fragrance : The niche perfumes are exploding thanks to the display of genderless fragrances. The Chinese Gen Z is favoring perfumes that are gender neutral, and considered to be more appealing with more personality. The important fact is the small consumption of perfume in China, even for women. The market is rising through the new consumption of men and Gen Z, looking for a new way to express themselves through fragrances such as , Documents, and Killian.

Gender Boundaries are Cracking Down... But Will it Last?

The boundaries between men and women are getting blurry, especially from the men's side. For some Chinese men, the metrosexual and androgynous style is pushed at its maximum, hence the description of LGBTQ+ in the West. On the other side, the Chinese government is making efforts to "crack down" on these men with a style they consider not to be virile enough.

This is not weird, this is not unexpected, this is a reality that was lying dormant in the past years that just awakened under our eyes.

Our role at GMA is not just to boost your brand in China. It is to get a higher knowledge and comprehension of the local specificities. To share our on-the-ground knowledge. To inspire you with daily stories and recent events occurring in the country. When you understand the local culture, thinking, and aspirations, you build a strong connection with your audience. And this is the first step toward a relationship.

And this will bring us to our next newsletter: How to generate trust among consumers?

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Fashion is Breaking Boundaries Between Male and Female in China

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Welcome to the second newsletter of The Fashion Dynasty. A massive thank you to the first subscribers that have signed up for this digital piece of paper - the story is only getting started.

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Jerry Lorenzo CEO - Essentials Fear of God

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Jerry Lorenzo CEO - Essentials Fear of God

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Made to Measure clothing - sustainability 

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Made to Measure clothing - sustainability 

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Fast fashion brands are for producing too many clothes. These huge fashion companies produce excessive volumes, with the hopes that more people will buy their clothes at an ever-increasing rate.

And because the is not shouldered by the people making the largest profits, they continue to do so without regard for people or the planet.
But what if fashion brands only produced exactly as many garments as they sold, so that waste and overconsumption were minimized and the speed of fashion was actively slowed down?
This is exactly the mission and ethos of fashion brands using a made-to-order sustainable fashion business model.

What Is Made-To-Order Fashion?

When a brand sells 'made-to-order' garments this means that they only produce a garment once a customer has placed an order for it.

Generally, there will be a longer lead time between when the garment is ordered and the point at which the customer receives the garment because the garment is only made once it has been ordered.

While this extra lead time requires some getting used to, there are many slow fashion benefits to the made-to-order fashion business model.

What Are The Benefits Of Made-To-Order Fashion?

Less Waste

Made-to-order fashion brands create minimal waste and curb overproduction and overconsumption. Simply put: they don't carry excess stock, so they don't create excess waste.
Deeper Appreciation for Garment Production Process (h3)
The longer lead time between ordering and receiving a garment reminds us that patience pays off and encourages an appreciation for the time and effort that goes into making clothing. So, not only does made-to-order slow down the rate of production, but it also slows down our expectations of fashion. This is a very meaningful unlearning in a world promoting the instant gratification of fast fashion.

Size Inclusivity

Made-to-order fashion business models are also one way to make slow fashion more inclusive for plus-sized folks or people with disabilities who have long since been ignored and under-catered for in the fashion industry. Because made-to-order garments are often tailored to the customer's specifications, it opens up an abundance of style options for plus-sized folks others who have been too often excluded from the fashion industry and allows them to choose clothing that works best for their bodies.

Stronger Emotional Connections to Our Clothes

Overall, the made-to-order process is more personalized, because the garment you order is made just for you, and there is something very special about that. These emotional connections with our clothing help to heal the disposability mindset that the fast fashion industry thrives on. Plus, there is a sense of power in being the co-creator and collaborator of your own shopping experience, instead of just a consumer.

If you'd like to learn more about a few of the brands that are championing this business model, we have compiled a list of 12 made-to-order fashion brands that are shifting our mindsets when it comes to the unsustainable speed and wastage of the fashion industry.

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12 Made-To-Order Clothing Brands Slowing Down Fashion | Conscious Fashion Collective

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Made-to-order clothing manufacturing is more size inclusive and fosters a deeper appreciation for our wardrobe. Here are 12 custom tailored and made-to-measure fashion brands to know.

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Vogue Business analysed all shows and presentations on Vogue Runway for AW23 to determine the level of size inclusive representation. There's a long way to go.

To receive the Vogue Business newsletter, sign up here.

The debate around size inclusivity reached a peak this season, as journalists called out the lack of body diversity on the runway and emerging size-inclusive designers highlighted the shortcomings of luxury brands when it comes to mid-size and plus-size representation.

According to Vogue Business data collected throughout fashion month, the Autumn/Winter 2023 season failed to make progress in terms of size representation on the runway. Of 9,137 looks across 219 shows in New York, London, Milan and Paris, just 0.6 per cent were plus-size (US 14+) and 3.8 per cent were mid-size (US 6-12). This means 95.6 per cent of looks presented for AW23 were in a size US 0-4.

Vogue Business analysed every AW23 runway show and presentation reviewed by Vogue Runway from the official New York, London, Milan and Paris calendars to determine the proportion of total looks that are straight size, mid-size and plus-size. Brands were contacted to allow them to verify the data and informed that if they did not verify, the initial figures collected by Vogue Business would be used. Sizing ranges were determined based on typical sample sizes for straight sizing and established definitions of mid and plus-size.

Across the entire season, only 17 brands featured at least one plus-size look. The brands with the highest percentage of plus-size models over a US 14 were Sinéad O'Dwyer, Ester Manas, Karoline Vitto, Di Petsa and Bach Mai. These same brands also featured the highest percentage of mid-size models. Data was determined by number of looks, to account for one model potentially representing multiple looks for bigger bodies on the runway. However, most of the top-ranking shows featured a greater number of mid-size models, with very little plus-size representation. And it's important to note that many of the bigger brands like Dior, the mid-size looks on their runways were on the cusp of the straight-size range.

"Plus-size representation has gone backwards," says Felicity Hayward, a plus-size model who was scouted 12 years ago, when there were no plus-size models in the British fashion industry, by fashion photographer Miles Aldridge. Hayward, who has been tracking plus-size representation since 2019 through her project #IncludingTheCurve, stopped attending London Fashion Week in 2019 due to the lack of size inclusivity, but returned last season for SS23.

What happened to size inclusivity in fashion? Over the last decade, the body positivity movement has grown online, with curve models such as Ashley Graham, Paloma Elsesser, Jill Kortleve and Alva Claire becoming household names. Brands like Versace featured plus-size models on the runway for the first time in 2021; Dolce & Gabbana and Erdem extended their sizing ranges; and the press heralded a new era for size inclusivity in fashion. Even Victoria's Secret did away with its fashion show, criticised for only featuring straight-size women, and cast curve models like Elsesser and Kortleve in its campaigns. Now, injectable diabetes drug Ozempic, an appetite suppressant, is trending and the media is declaring that " heroin chic is back ".

"Bodies should never be a trend. We need inclusive bodies on the runway so that bodies don't become trends," says Hayward. "If you want to create a new generation of people who are having less mental health issues and body image issues and reaching body neutrality, it is by pressuring these designers to show everybody."

Some brands have expanded size range to reach a global plus-size market projected to reach $288 billion in value this year, per Future Market Insights. Gucci's AW23 collection will be produced in sizes IT34 to 54, and for tops, skirts, jerseys, T-shirts, sweatshirts and underwear the sizes range from XXXS to 4XL, according to the brand. And Chanel said their AW23 collection will be sold up to a FR50 (US18/UK22). Gucci had 10 mid-size models, while Chanel had four, however, no plus-size models walked the runway at either show to present how their expanded sizing range could look above a US12.

"It's a shame when brands do actually make bigger sizes but they don't show it on the runway," says Amsterdam-based former model and influencer Vivian Hoorn who, based on her experiences in fashion, founded inclusive modelling agency Scala management and size-inclusive clothing brand Viveh. "From experience, I can tell you, plus-size is selling. I would be a customer for them if I could see plus-size looks [on the runway]."

Emerging talents are leading the charge. Why?

While the industry's major players fail to represent mid-size or plus-size bodies, fashion's emerging talents are driving size inclusivity forward. London topped the rankings this season in terms of plus-size representation, driven by emerging designers Karoline Vitto and Sinéad O'Dwyer, both in their second ever show season, who presented 100 per cent and 90.5 per cent of looks on mid-size and plus-size models, respectively.

Vitto, who is from Brazil, is part of incubator Fashion East. Her show featured 75 per cent mid-size and 25 per cent plus-size models, wearing not just stretchy dresses but tailored separates and jackets. "AW23 was a huge achievement for us personally because it included tailoring, which is a completely different making process from Jersey," the designer says. Adapting all of that to curve and plus was a huge undertaking to be honest."

Inclusivity has always been a core part of Paris brand Ester Manas's identity since it launched back in 2019. "Having an inclusive casting has always been one of our ethos since the first collection," the brand says. "The main concept of our garments is to be one size and fit all body types," the brand says, adding that certain products they are creating this season such as trousers will have dropped two sizes as it's difficult to apply the 'one-size fits all' model across all categories. "It wasn't difficult at all, we [have] worked with the same casting director since the start who understands what we're looking for, and our garments fit any model we chose to have anyway, so there's no sizing difficulties for us."

While creating bigger size ranges comes naturally to emerging talents, casting plus-size models requires brands to think ahead of time, designers agree, as the quick turnaround nature of runway casting, typically done in the days running up to the show, doesn't allow for the kind of alterations needed to adapt pieces to variations for bigger bodies.

"Last season we found it very difficult to do the casting process," O'Dwyer says. "The system of seasonal fashion and doing shows has not been created to have diverse people on the runway." For AW23, she precast 12 of her models out of 21 in collaboration with casting director Emma Matell. She then made their looks made-to-measure, including a three-piece suit in size 22. This season, she wanted to focus on the tailored garments, which she can produce in size UK 6 to 30 (US 2 to 26), which require more alterations depending on the model. "It was nice to be able to have someone really embody the look and not just go with whoever it fits."

New York brand Collina Strada takes a similar approach, says founder Hillary Taymour. The brand included one plus-size look and 10 mid-size looks at its February show. "It definitely varies depending on the season and the models. We sometimes make looks ahead of time and then alter them to fit individuals, but generally it just takes a small effort and thought process beforehand to accommodate sizing on the runway."

Another issue is a lack of model availability, designers agree. London designer Ahluwalia's show featured two mid-size girls, but the team also created six looks in a UK 18. "There are only a select number of mid-size and plus-size runway models and because of that, all the brands kind of battle each other to cast them in shows," the brand said in an email.

"We make the collections for what I want to represent. We had one model [this season] who was a size 14 US who I loved so much we ended up putting her in the most looks in the show," says Christian Siriano, who included 17 mid-size looks and one plus-size look in his AW23 show. "There are obviously challenges to developing clothes early on in so many different sizes - it's a lot of work."

Working with materials such as knitwear is helping Tokyo-based label CFCL cater to various body types. "Taking advantage of the unique elasticity of knitwear, for example, dresses and skirts have the same width, and only the length differs by 10 to 12cm depending on the size," the brand said over email. This season's collection will have only three sizes - 1, 3, and 5 - and the brand says it used its runway show in Paris to highlight how the clothes can be worn on different body types, ages and genders. CFCL ranked number five for the top shows of PFW AW23 based on size inclusivity. Mark Fast, who ranked fourth in London, has a similar approach, with a size system of A, B and C for his stretch garments. "That is the beauty of knitwear. It lends itself to different body shapes as the nature of it is to stretch and contour around the body," he says.

Tokenism and box ticking

Jeanie Annan-Lewin, stylist and creative director of Perfect magazine, used to get excited when seeing a bigger body on the runway. But now she knows better: in her experience, the majority of larger mid-size or plus-size looks aren't shown to buyers at the showroom, don't go into production and can't be featured in shoots. "Don't put a plus-size model on the runway if you don't have their size, that's tokenism. But, if you do have a huge range, you should be showing models of all sizes," says Hayward.

While many of the brands assessed by Vogue Business included mid-size looks at the lower end of the range, Christian Siriano stresses that plus-size representation can often speak to a much wider demographic than straight-size models can. "Even if we're thinking about a woman who's a US 6 or 8, they can still often see themselves a bit more in a [model] who's a 12 or 14 US rather than they can when the dress is really small," he says. Most of Siriano's customers are either US 2 to 4 or US 16 to 18, he says.

Size-inclusive labels need retailers' support

Vitto is currently stocked at smaller e-tailers including Apoc Store and her own e-commerce site, which holds stock and offers made-to-order. For AW23, she's keen to build out wholesale to boost brand discovery. But, it comes with risks, as one store she works with only purchased smaller sizes.

"Moving forward, I don't want to dilute the brand," she says. "I don't want it to come to a place where the bigger sizes are only available on my website because that also creates another layer of exclusion because then the customer can't try them on in real life."

Net-a-Porter says there are limitations in what sizes they can buy based on what brands offer. The retailer is stocking a range of brands that focus on size inclusivity, mostly in the premium and affordable space.

Matchesfashion has been working on expanding its size range. Its core size range is XS to XL or UK 6 to 14, with everything outside of that on either end included in its extended sizing range. For SS22, the luxury multi-brand retailer increased its purchases of extended sizes by 40 per cent year-on-year, with sales for those sizes growing 60 per cent. It reflects "the demand for a broader range of sizing in luxury fashion", says head of womenswear Liane Wiggins. "Like our team, our customers are a diverse range of sizes, and we want to ensure our buy reflects this and that we are offering the best size range across our edit," she says.

Currently, 65 per cent of ready-to-wear brands at Matchesfashion offer inclusive sizing across the total edit. The retailer has worked with brands such as Zimmerman and Erdem exclusively to extend their size range, alongside brands such as Chloé, The Vampire's Wife, Alexander McQueen, Valentino and Roksanda. Extended sizes will be available for its SS23 exclusive capsule with Cecilie Bahnsen, and the retailer is working to offer a wider range for AW23. "For some of our smaller and more contemporary brands it can be challenging for them to extend across all sizes as it is a commitment in terms of product development, and there will always be cost implications. However, we have worked with several of our brands over the years to ensure we are offering a full and extended size run where we can," says Wiggins.

Siriano's business is fully direct-to-consumer now. "I've noticed a huge change in how our customers are shopping. Because we have such a range of sizes, we're getting such a range of diverse women coming in because they know there's going to be something they can try on. That's the biggest thing, because going shopping when you're different shapes and sizes or just in general can be a challenge."

O'Dwyer is already stocked at Ssense and H.Lorenzo and hopes to add more stockists next season. But it's a long road. "I've sometimes been like a bit frustrated because we'll put all this time into a great grading for a size that then it never gets bought," she says, "buyers sometimes buy all the small sizes and none of the bigger sizes - it can be quite disheartening." Last season, however, one retailer did buy up to a size 20, which gave her hope. "There's lots of challenges, but mainly lots of excitement."
With additional reporting by Emily Forkan Correction: This article was updated with data provided by Alexander McQueen, which clarifies that it used three mid-size models and one plus-size in its AW23 Paris Fashion Week show (16/03/23)
Comments, questions or feedback? Email us at feedback@voguebusiness.com.
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Introduction The quest for well-fitting clothing has been a long-standing challenge for both consumers and fashion brands. Traditional size charts, based on generic measurements, often fall short in providing accurate recommendations that cater to individual body shapes and preferences.