ECON­OMY OF SCALE

In­clu­sive new e-tailer 11 HONORÉ ad­dresses fash­ion’s siz­ing scarcity.

Harper’s Bazaar (Australia) - - Contents - By CLARE MA­CLEAN

Dis­cover size-in­clu­sive e-tailer 11 Honoré.

ANY WOMAN who has shopped around the high street in this coun­try knows that when it comes to clothes, Aussie siz­ing is in­con­sis­tent, to say the least. One thing we do know for sure, thanks to the Aus­tralian Bureau of Sta­tis­tics: in 2011–12, the av­er­age Aus­tralian woman was 161.8 cen­time­tres tall and weighed 71.1 kilo­grams. Now, whether that means she is a size 12 or 16, de­pend­ing on where she shops, th­ese are stats that high­light an­other is­sue plagu­ing women world­wide: the of­ten re­stric­tive set of sizes many de­sign­ers of­fer, es­pe­cially in the lux­ury mar­ket.

It’s a sub­ject the founders of Us-based e-tailer 11 Honoré are tack­ling in the chicest pos­si­ble way. Kathryn Ret­zer (for­merly an editor at Town & Coun­try) and tech and fash­ion con­sul­tant Pa­trick Hern­ing have teamed up with a host of de­sign­ers from es­tab­lished brands such as Michael Kors, Zac Posen, Chris­tian Siri­ano, March­esa, Monique Lhuil­lier and Pra­bal Gu­rung, as well as up-and-com­ers in­clud­ing Bran­don Maxwell and La Ligne to de­liver off-the-run­way looks in US sizes 10–20 (Aus­tralian 14–24). “We did a sig­nif­i­cant amount of re­search into the mar­ket and found in the cur­rent re­tail land­scape, whether it’s e-com­merce or bricks-and­mor­tar, sizes 12 (Aus­tralian 16) and above are rarely stocked. If you do find a size 12 or 14 (Aus­tralian 18), the buys are not deep and the styles are lim­ited,” Hern­ing says. “It be­came in­her­ently ob­vi­ous to us that women sizes 10–20 were un­der­served or not be­ing catered to de­spite the stats — 67 per cent of women in the US are a size 14 or above, and this re­tail mar­ket has seen growth year over year.this is the void that we wanted to fill with 11 Honoré.”

While 11 Honoré is the first re­tailer of th­ese sizes to fo­cus on run­way fash­ion, Ret­zer and Hern­ing say that, ac­tu­ally, many of the de­sign­ers on­board have been cre­at­ing looks in this size range for a while, al­beit in a more lim­ited way.“pra­bal Gu­rung has been de­sign­ing up to size 22 for years.we are just bring­ing de­sign­ers the plat­form to reach a larger au­di­ence,” Hern­ing ex­plains.

The site will launch with the A/W 2017 sea­son.“we worked in tan­dem with each brand to se­lect an edit from their run­way col­lec­tion.this is the first time our cus­tomer is be­ing of­fered the ex­act same op­tions that straight-sized women have been of­fered from the run­way,” Hern­ing says. Key styles from the sea­son in­clude a gold Haney jumpsuit, a white Bran­don Maxwell blouse with pleated sleeves and a Baja East light­weight trench.

It’s early days for the site, but Ret­zer and Hern­ing hope 11 Honoré will dra­mat­i­cally in­crease the op­tions for those in the size 14–24 range. “We want to dis­rupt the way that fash­ion ap­proaches this un­der­served woman and pro­vide her with the most di­verse and stylish op­tions out there,” they say.“we be­lieve ev­ery woman de­serves ac­cess to great fash­ion and an ex­tra­or­di­nary shop­ping ex­pe­ri­ence.we want to push the lux­ury fash­ion con­ver­sa­tion to be more in­clu­sive, el­e­vated and thought­ful.”

“We be­lieve ev­ery woman de­serves ac­cess to great fash­ion.”

11 Honoré founders Pa­trick Hern­ing and Kathryn Ret­zer. Above, from left: Pra­bal Gu­rung dress, $4398; La Ligne jumper, $372, both 11hon­ore.com.

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