Women’s apparel retailer Lulus has launched extended sizing—XS to 3X—for its bridal collection, which includes wedding dresses and bridesmaid dresses in more than 50 styles at a price range of $70-$120. Previously, its apparel was only available in sizes XS-XL.
The retailer plans to add extended sizes in other collections throughout the year, says CEO Colleen Winter.
“We started with bridesmaid dresses based on customer feedback,” she says. “We read every single survey that a customer fills out. People wanted more inclusive sizing, so we focused on it.”
Lulus tested extended sizing with its homecoming dresses last year to ensure the sizing fit its shoppers and to get more feedback before it launched to more shoppers. “All that went well and return rates were lower in extended sizing than in regular sizing,” Winter says without revealing more.
Adding extended sizes was a challenge Lulus wanted to tackle in the right way, which is why it did the test last year. “We wanted to make sure our grade on the larger sizes would work,” Winter says, adding that the retailer never strays from customer feedback. (A grade rule is a specific amount a pattern can be made larger or smaller at one given point to make it fit a range of sizes.)
For example, during the initial testing, if a size in particular was returned more than others, Lulus considered that the grade may not be working and went back to the manufacturer to alter it. “We have our own ‘Lulus fit’ that we standardize across our silhouettes, so that is the same with extended sizing,” Winter says.
Now that it has established its extended sizing, Lulus’ next task is to let shoppers know about it. In addition, it plans to include more diverse models on its site to showcase the extended sizing options. And it will rely on its customers to upload their own photos wearing the garments to help fellow shoppers, Winter says.
Lulus.com has more than 50,000 pictures on its site uploaded from customers and more than 400,000 reviews.
“Seeing a real customer with a real body in our clothing is really helpful,” Winter says. The retailer declined to say how often reviews convert shoppers to buyers.
To create some fanfare, Lulus will feature the extended sizing on its homepage and also send out an email blast on Jan. 15 when it launches. It also plans to target the shoppers who already bought extended sizing from the homecoming collection test to ask for additional feedback if they purchase from the new collection.
On top of the extended sizing, Lulus debuted its mobile app on Jan. 1 and had the “best and busiest year we ever had,” Winter says without revealing more. Its sales goals were surpassed, and it was able to keep up with fulfillment demand thanks to its West Coast and new East Coast distribution centers. Plus, most customers received their holiday packages in 2-4 days, which is a change from the 5-7 days it previously took for shoppers to receive orders. “Reviews are even saying, ‘Wow, our package came so quick,’” Winter says.
Lulus is No. 130 in the 2019 Digital Commerce 360 Top 1000.Favorite