"Shape shopping" the new way to shop…
NEW YORK, NY, Nov. 29, 2011 /CNW Telbec/ - AUI Limited of New York
announced today the creation and launch of the world's first ecommerce
coat collection designed specifically for plus-size women. With over
two years of consumer research and fashion product development, Just As You AreTM suggests the unimaginable -that women do away with size!
With over 50 years experience in the design and manufacture of ladies'
and men's coats and jackets in North America, Just As You AreTM brand spokesperson Howard Barrett explains, "Who better to create and
market a line of premium plus-clothing for women than the creative
source - people who have already been doing this for over half a
Ella, Fashion Editor for www.asUare.com the e-commerce site states, "Many of the fashion brands women currently
shop offer "one fit for all" clothing, with little regard for
individual form, shape and curves - especially in the case of
full-figured women, who now represent more than 50% of the US market.
Since one size can not fit all, this traditional industry approach is
not ideal for curvy or plus-size women looking for the Holy Grail—the
Best Fit!". "By focusing on Shape, not Size-- Just As You AreTM offers plus size shoppers the Fit, on top of the Fashion, they've
always wanted," states Tulin Reid, Executive Marketing & Creative Director of Plus Model Magazine.
So the management team at AUI have created a revolutionary new fashion
"matching system", a technology that uniquely pairs women's key body
measurements directly with those of each coat and jacket - to give
women the customized "ready-to-wear" fit that they rarely find at
traditional retailers who do not focus on the Plus Size Shopper.
"asUare.com is at the heart of a truly positive change--using a website
to do more than 'the usual' and re-defining how consumers will actually
buy fashion online", states Alexander Bischoff, President of adTumbler LLC
www.asUare.com is owned by AUI Ltd., a division of Utex Fashion Group, which have been
designing and making ladies and men's outerwear and men's clothing for
almost 70 years. Its licensed brand portfolio includes Daniel Hechter
Paris and Jones New York (JNY NYSE).
With Just As You Are™, the Company is now expanding to serve the plus
size market - uniquely blending both fashion and functionality. The
Brand's Fall/Winter media campaign features a variety of "real" plus
size women, not fashion models - reflecting the true range of "plus",
encouraging women to "embrace their shape".
SOURCE AUI Limited
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