• Advertising Age, Wednesday, November 9, 2011 10 AM

The Limited has launched Eloquii, a brand designed and marketed exclusively to plus-size women. Kate Shevack, a Limited consultant who worked on the Eloquii launch, said Limited CEO Linda Heasley encountered questions at a fashion event from bloggers frustrated that the only clothing that seemed to be available to them were cheaply made stretchy black pieces and dowdy tops.

"That, coupled with the reality that in the U.S. over 50% of women are plus-size, yet only account for 19% of apparel sales, we definitely see this as a new business opportunity," said Shevack. "We did a lot of research, from a category standpoint, and it became clear no one was doing it well, from a merchandise standpoint and from a customer-service standpoint."

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