2015 saw a huge explosion in the Plus Size Apparel industry. QVC has always been a leader in this category, offering every single apparel item in sizes XS – 3X. And, unlike our competitors, we don’t charge extra for the larger sizes.
Knowing our advantage, QVC’s Merchandising team turned to us to help define a roadmap to grow the category.
In just 3 months we defined a 4-year strategy to grow the business from where it is today to a point where we can gain new customers across many age groups.
• Plus Size Customer Experience Map:
Building and creating this experience map was truly a cross functional team’s effort from Consumer Insights, UX & product management, Business commerce, Creative, merchandizing, eCommerce, marketing, fashion & technical design, eMarketing, talent services/social, category production, content production.
Some of activities/outputs were followings:
- Two focus groups + Voice of Customer
- Stakeholder interviews
- Inventory of touchpoints and channels
- multiple scenarios
We synthesized these data to this visual map.
• Plus Size Strategic Roadmap