Last week I had the great honor of attending the first ever JMS/Just My Size Style Symposium* in New York City. Not only did they pull together a wonderfully diverse group, that included bloggers, website creators, magazine editors and even the winner of a JMS contest (for links to the attendees and their websites, click here).
Before I headed to New York City I had limited knowledge of the JMS brand. I knew they sold their items through Walmart and online through their own e-commerce site, and in my mind most of their offerings were on the casual side of things.
However, I learned a lot during my quick 48 hours in NYC! Below is just a little bit of the information I gained on the Plus Size Industry and how JMS fits into it.
~ The Plus Size Industry is a $18 Billion Market and the JMS is the #1 Plus Size Brand.
~54% of Walmart Customers are Plus Size, so creating an exclusive deal with Walmart to carry the JMS brand in stores was a good fit (you can shop JMS through their own website and in Hanes Brands Outlet Stores)
~ All of the JMS items are priced at $6-$20
~ JMS wants to truly know their customer and in addtion to standard methods of market research participates in unique efforts such as shop-a-longs and home visits with plus-size women nationwide.
~JMS has partnered with Alvanon to improve their fit and sizing. Alvanon is the apperal fit expert and gains their information by scanning thousands of real people.
~ Creative Director, Janet Freedman and Designer, Regina Martin are both plus sized themselves. They understand that needs to Plus Size women and have a great perspective in fitting all shapes of plus sizes (they are hourglass and apple respectively).
~ The fit model they use for all of their designs is a size 20 vs. other brands that simply "size up" their misses sizing.
~JMS is proud of their denim offerings (different styles and lengths offers) and was recently named one of the top 10 USA jean brands (included both misses & womens brands in one category) by WWD
~They want to continue to keep their "core customer" in mind with their offerings, but are also expanding with their Evolution by JMS line that offers trendier items. Evolution by JMS items were introduced to a limited number of Walmarts in August 2010 and will be in 1500 Walmarts by years end. Also, items are available online (via Walmart.com & JustMySize.com).
~ Just My Size begins their sizing at 16 and goes up to 5X in tees and 4X in other items.
~ JMS recently created the "Slimming Solution Pant" that has a built-in shaper that falls below the knee to slim out that lumps and bumps you may have. The shaper smooths without being tight and uncomfortable.
~JMS designs quarterly and delivers new stock into Walmart on a monthly basis. They like to give each collection a seasonal point of view. While the majority of the collection is designed months in advance, they do keep part of it open for "late breaking news" so they can add in super hot trends closer to the time the line goes to market.
(a peek at the style boards for Summer & Fall 2011)
~ They recently used feedback from a customer (via
Facebook) to help get more of a certain size stock at the customer's local Walmart. They love feedback and are constantly looking for it and using it to improve.
~ JMS just released a Fall/Winter 2010 Look Book - be sure to check it out!
To stay up to date on JMS news be sure to like their Facebook page and follow them on Twitter.
Tomorrow I will be back with more fashion highlights from their Fashion Show.
*Disclosure: JMS/Just My Size provided all of my travel accommodations including flight, hotel and more to attend their Style Symposium. In return, I will be sharing what I saw and heard while attending there on FFUF, Facebook and Twitter. I hope you enjoy learning more about the brand.
