The “Niche” Fashion Company For 70% Of America’s Women
Just in time for your Thanksgiving trip home, Nadia Boujarwah and Lydia Gilbert, the co-founders of plus-sized personal styling service Dia&Co, helped shield our viewers from the irreparable damage caused by a mismanaged holiday wardrobe on this week’s episode of Female Founders Facebook Live. If you weren’t able to catch it live you can watch the video below.
Aside from showing off their products and offering advice for holiday-wear, Nadia & Lydia delved into the opportunities and challenges of starting a niche-market subscription service, though in reality, plus-sized women aren’t a niche market at all.
“Retailers build their aspirational customer in a way that is different than how we define our aspirational customer. Our customer gets lost in translation,” explained Nadia, elaborating on why the fashion industry ignores the plus-size audience when it’s such a big percentage of America women.
“Every woman in the world, regardless of her size, should look and feel great, and express herself as she wants to,” added Lydia, of their motivation to serve the plus-size customer.
As Katharine Zaleski, PowerToFly’s president and co-founder stated, “Your most loyal customers are your most loyal sellers.”
And speaking of loyal customers, check out PowerToFly’s weekly email tomorrow for a special Dia&Co promo code. It’s our Thanksgiving gift to you, and it’s calorie-free! Not subscribed to our weekly email? Now’s your chance. Hurry, before it’s too late to take advantage.
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