Target Opens Plus-size Clothing Line Both In-store and Online

A week since Target announced they would be offering their plus-size line Lilly Pulitzer Plus online only and taking them out of the stores, the retail chain has announced a new plus-size line that will be offered both online and in-store.

The new line, Ava & Viv, will be in the stores in mid-February. It will be available on on February 22. The new line will be available in sizes 14W to 26W. The chain has promised to fully support the line with new releases every month, an update frequency rivalled by online fashion site, Fusion Clothing. The prices for the items will range between $10 and $79.99.

“From stylish original prints to the attention to detail and fit, this line is meant to impress and we can’t wait to share it with our guests,” said Stacia Anderson, Senior Vice President of Merchandising, Apparel and Accessories, in a statement.

After announcing it was removing the Lily Pulitzer line from the stores, Target found itself in the midst of a controversy. The plus-size community (over size 18) took to social media to make public its feelings about the retail giant relegating them to online sales only.

“One thing we see with our limited-edition shoppers, shoppers who are really gravitating to these collaborations, is that they do a heavy amount of shopping online. It’s that purchase behavior of ‘Is it available yet?'” said Joshua Thomas, a spokesman for Target about the decision.

To create interest in the new clothing line and mollify the feelings of the plus community, Target invited fashion bloggers Nicolette Mason, Chastity Garner and Gabi Gregg to preview the clothing and offer input into future designs.

Garner, who had boycotted Target since last fall over their failure to introduce plus sizes in the store’s Altuzarra collection, said on her blog, “My overall take on AVA & VIV is that it’s a chic, versatile line with both basics and trendy pieces that fill the void of the affordable/trendy, non-junior size clothing. The collection is nearly 90 pieces that will include tops, pants, dresses, swimwear and outerwear at prices ranging from $10 – $79.99. The roll out of this collection will begin mid-February through March.”

Khurram Aziz is a web entrepreneur who trained as a journalist. He is a freelance writer, runs online ventures, and consults on WordPress and Magento web development.