Finally I can spill the beans, I’ve been working hard and holding onto a secret for so long. But today I can share with you that three deserving Australian plus-size designer brands are available online at Autograph!
You may be asking yourself why is this such major news? Let me tell you.
In March 2015 I began a Wholesale Agency, United Curves specialising in Labels that cater to the size 12-26+ market. My passion has always been in supporting the Australian plus-size designer Labels, and what better way to do that than to work with them on expanding the opportunities in our local market here in Australia, and beyond. Word spread quickly about United Curves, and before I could blink the telephone was ringing and enquiries were coming in thick and fast. It was such a surprise to receive an enquiry via the Hope & Harvest Website from Autograph who were enquiring about the H&H range for an upcoming project they were working on. I picked up the phone and called Justine, who is managing the project. She explained that she had been tasked with launching a “Brand Store” on the Autograph website to offer more choice for the Autograph customer. Justine invited me to visit with her in Sydney and bring some samples of the Hope & Harvest collection with me. Justine asked if I could recommend any other brands, and when I explained that I also represented other plus-size Australian designers, she encouraged me to bring samples from all the Labels.
There was a great effort from the brands to provide me with the sales tools I needed for this important meeting. I boarded a flight to Sydney with two suitcases of samples and landed on the doorstep of Specialty Fashion Group.
Our meeting began at 10am on a sunny Sydney day, and I was greeted by Justine – a gorgeous woman with an amazing smile. I was ushered into the meeting room where it was immediately clear that a lot of work and research had gone into this moment. Justine was so passionate about plus-size clothing and so very excited to be leading the Brand Store Project.
During my years of working in the plus-size Industry I’ve had the pleasure of sitting in a lot of offices and boardrooms talking with major retailers about what’s missing for the curvy consumer. I’ve often felt that my well researched and qualified opinions and suggestions have fallen on deaf ears, and that there is always an excuse for why something can’t change or can’t be done. I’ve felt that there is a disconnect with major retailers and the customers, not understanding their wants and needs. With you, my loyal readers help, I’ve collected data, comments and images to back up my opinions and suggestions – this has helped immensely – thank you! I am so familiar with the same old responses that I was taken aback when I discovered the meeting room I was sitting in was covered in survey data and comments from a very well thought out survey that was sent to all Autograph customers a few months before.
Out of the data that they collected, one of the key points was that the Autograph customer was looking for more choice and styles than sits within the usual offering from Autograph. The data also gave the team a broader understanding of their customer and her needs and wants. The survey is a credit to the Marketing team who compiled the questions, I read through the survey when it landed in my inbox and remember being impressed that finally here was a survey that was serious about understanding the customer.
The meeting that day went until 5pm! I had the pleasure of meeting the team of people behind the scenes that make things tick, from the buyers to the marketing team, brand manager and so much more. The work we all did that day was historical as it opened up an opportunity that has previously been out of reach for the smaller independent labels.
The initial opportunity to stock Sonsee Woman in Autograph happened quickly. First with the Hosiery range, and shortly thereafter with the incredible Seamless Intimates Range. The Autograph customer was thrilled with the Sonsee range and we will shortly be launching a premium active wear range by Sonsee Active available with the accurate Sonsee fit for sizes 14-28.
The opportunity for the other brands has taken a little longer to negotiate. In fact it’s taken just on 12 months of negotiating & planning the deal. It’s been a rollercoaster of ups and downs and a huge learning curve for myself and brands to position ourselves to meet the needs of a large retailer.
I’m so proud and thrilled to share that today the amazing Australian plus-size designer brands Hope & Harvest and Alison Dominy Designs also went live on the Autograph Brand Store. We are all so proud and happy to be part of this opportunity and want to thank the team at Autograph who made it possible sincerely for their efforts. I want to thank Justine who has worked tirelessly and passionately to smooth the path to this point, bravo!
It’s time to crack open the champagne. It’s now over to you – YOU the curvy customer who is deserving of great designer fashion. We’ve worked hard to make it more accessible and it’s important that you support these initiatives to ensure their longevity and success. This is just the beginning.
Love your shape!