Reflecting on Size

Lessons learned.

As the saying goes “There’s no such thing as bad publicity” but in the eyes of 2024 consumers wanting more accessibility to fashionable pieces, Witchery’s latest campaign has garnered a lot of negative media.

DETAILS
Author: Teagan Lattey
Topic: Reflecting on Size
Date: 6th July 2024

Witchery’s recent rebrand has caught this attention due to it dropping size 20 from its new collection. What does this mean? Well, when a brand eliminates a size, it directly excludes a segment of its audience, leading to a reduction in the customer base. In this case, Witchery has built a reputation over decades and constructed itself to being a reliable brand and source of quality pieces within the Australian fashion industry, however, this decision and direction has caused a lot of loyal customers to alienate the brand who once consistently relied on them for their style needs.

As a fashion stylist, I completely understand the impact this has on consumers. We have clients who will see this latest collection and not feel included as being part of Witchery’s move into their new future. More so, in an industry where inclusivity is increasingly valued (and consistently asked for), failing to offer a full range of sizes can make the brand appear out of touch with current consumer expectations, ultimately reducing the diversity and number of its customers.

If you’ve followed Witchery for some time it’s easy to recognise that with this latest collection they are targeting a younger demographic. From a business point of view, I would say this is an untouched area for the brand as they have consistently designed for a more mature audience over recent years. When I saw the first snippets of the release, like other people, I noticed similarities to other labels that also offer this appeal to younger generations and also limit their size range.

This negative image can be difficult to overcome and will require substantial efforts in future collections to regain the trust and admiration of its customer base, however, this is where my additional ideas come into play.

Do I think dropping this size (and not extending their range) has impacted their image? 

Without a doubt. Yes.

Should they have included imagery of all sizes in their initial launch?

Absolutely. Yes.

Do I think this could be a strategy to bring attention to a much bigger issue? 

100%. Yes.

In this digital age we are in, everyone has more access than ever to share their opinions and experiences. Rebranding a clothing label is not uncommon, particularly in an industry as dynamic and ever-evolving as fashion. Brands often undergo significant changes to stay relevant, attract new demographics, and differentiate themselves in a highly competitive market. 

These changes can include altering their design philosophy, marketing strategies, or even the sizes they offer. Disruption is a hallmark of the fashion industry, and while it may unsettle some customers, it can also breathe new life into a brand. Rebranding efforts can generate buzz and draw attention, which, despite the initial negative reactions we have seen, it can ultimately enhance the brand's visibility and appeal. In short, Witchery can turn this around. If they choose to be proactive, they can learn from this, as well as other labels that may be in the process of their own rebrand. In the long run, Witchery has made these decisions and will have to accept the outcome and understand the impact this has on their customers and image. But, I imagine these conversations would have, or definitely should have, been held during various meetings within their teams in the lead up to their launch.

Whilst this collection has taken a step back with inclusivity, I like to believe it has continued to bring attention to the lack of inclusion in sizing within the fashion industry as a whole. I know the frustration of not being able to find your size, or when you think you have, it’s not quite right. The irritation trickles in when you’re one size at one store and a different size in another. Where’s the consistency? I understand why loyal customers feel unseen and disappointed. It can be a challenge finding stylish pieces when brands will not accommodate to sizing for all. Witchery has a strong history, has created beautiful pieces and is known for its quality construction but they have a lot of work to do to make amends.

Have they undone years of hard work with this release? Perhaps but only time will tell with their future collections and the hope we hold, as consumers, that more sizes will be available. The hope that their customers are heard.