Retailer Addition Elle gets a lift from lingerie

Addition Elle is bringing plussize sexy back by using some top models.

The branch of retail giant Reitmans has been getting much attention for plus-size Ashley Graham’s casting in the company’s latest print, television and web campaigns.

“The fashion media doesn’t have a realistic portrayal of woman,” said Roslyn Griner, VP of marketing for Addition Elle. “I wanted the campaign to be (as if) you were watching an ad by Victoria’s Secret.”

The Graham ads are to reintroduce the store’s lingerie division, which is now stepping up its aims to be trendy, sexy and functional in the 38C to 42H size range.

In the new collection, there are gorgeous blue and black lace numbers, plunging bras and a zebra balconet, along with sexy sleepwear. There are also new and improved basic T-shirt bras called Smooth Curve Underwire bra (sizes 38D to 44 DDD) and Softcup bra (40C to 46 DDD). All bras cost $49.99 and there’s an ongoing promotion in which after purchasing one, the second one is 40 per cent off.

It’s not just the company’s lingerie division getting a makeover. After conducting a series of surveys, Addition Elle revamped its total brand image to include more fashionable styles in the 14-26 size range. The plus-size consumer “doesn’t feel included in fashion world. There are really very few retail options in Canada and she doesn’t want to look frumpy and dated,” she said.

Since the brand has made efforts to reposition the in-store lingerie department, Griner reports a lift in sales from 11 per cent to 30 cent of total store sales.