Why The Limited launched online plus-sized brand Eloquii

02/1/2012 | MediaPost Communications

The Limited launched its plus-size fashion brand, Eloquii, online last year and expects to open brick-and-mortar stores soon in a push to appeal to consumers who crave more fashion choices, says branding strategist Anne Connell. CEO Linda Heasley saw a niche, Connell says, because more than half of U.S. women are plus-sized yet the clothing makes up only 19% of apparel sales.

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