Plus-Size Apparel Competition Heats Up

Online branding is playing an important role in the fight for domination of the Plus-Size Apparel marketplace.

Like apparel marketers of all kinds, plus-size marketers are analyzing the performance of their sites and are particularly drawn to the measurability of online search and affiliate marketing, says Denise Zimmerman, president and chief strategic officer for NetPlus Marketing, which numbers Lane Bryant among its clients. “There’s a huge opportunity for those who are willing to add a slight level of risk, by introducing targeted online branding and image elements, like display and rich media ads” to the marketing mix, she adds.