RealityPlus Clothing Company to the Rescue!

New Normal Women, take heart. Sisters, hear my cries of joy -- we have a kindred spirit riding to our rescue, at the helm of RealityPlus Clothing Company, LLC, bringing fashionable apparel specifically designed for the plus sized woman, not just 'scaled up' from a size 3 model's specifications. The paint is barely drying on the walls of their new brick-and-mortar place, but the website is up, running perfectly and looking as well tuned as a brand new Coach shoulder bag.


You may have read last week's post about RealityPlus Clothing Company, LLC, a brand new establishment completely dedicated to the fashion challenges of the New Normal Woman.

Yesterday (11/18/2007), I had the opportunity to interview Beth Anne Herrin, Founder and CEO of RealityPlus Clothing Company.

Frustrated by the lack of clothing choices for plus size women like herself, Beth Anne Herrin is doing something about it. Starting in October, the Cincinnati-based fashion designer, who has worked for several well-known labels, will offer a line of high-quality, affordable clothing for the plus size market through her new RealityPlus Clothing Company, LLC. [excerpt: RealityPlus Clothing Company Press Release 20 October 2007]

PSW: How long has RealityPlus Clothing been open?
Beth Anne:
In my mind a lifetime...in reality, only about 4 weeks. Our web site went live October 14th.

PSW: Exciting! Where is the store itself, for those who may want to visit?
Beth Anne:
Well...we were originally set up to be internet only. But with heavy customer response, we are opening our first store the day after Thanksgiving @ 339 W. Bensen Street in Cincinnati, Ohio. The store will be unique because the design studios will be right on the premises, so customers will be able to see how fashion happens from "idea to aisle" and will be invited to provide feedback on the spot!

PSW: I can see Project Runway fans inundating you instantly!
Beth Anne:
I hope they do come! I believe this customer has a voice that has been silenced for far too long!

PSW: Sounds like a completely fresh approach. Can we order custom items on the spot for later fitting?
Beth Anne:
Not right now, but hopefully in the future. We will have access to top notch alterations specialists in case someone needs adjustments on their purchase.


PSW: How did RealityPlus Clothing come into existence? Mind telling us something about your own background?
Beth Anne:
Sure! Fashion has been in me for a long time. When I was very young, my dad recognized my love of art, and replaced my lined coloring books with blank sketch pads! I entered University of Cincinnati Design College (DAAP) in 1976, and have been working in the fashion industry ever since! RealityPlus Clothing was born from a personal need. I have been a plus size consumer all my life, and while designing beautiful clothes for smaller size women, I just wanted to be able to wear some of the wonderful things made in sizes 0-12!! And....I was tired of being exiled to the "basement" in other department stores!

(Read the complete interview...)

Stumbling Over Diamonds: RealityPlus Clothing Company

Ever had one of those days where you're just ambling along the side roads, minding your own business, and suddenly trip over the biggest diamond you've ever seen? No? Well, it happened to me today.

Allow me to introduce you to RealityPlus Clothing Company, LLC. Not only am I going to introduce you, but I'm going to hop up and down until you go check out this precious gem.


The first thing you will notice is that this is a company that understands plus size women, our specific fit and style needs, our yearning for truly fashion conscious design, and our desire for fabrics that don't look like they used to be someone's tropical-flower kitchen curtains.

Stay tuned for the upcoming interview with Beth Ann Herrin, founder of RealityPlus Clothing Company. Let's find out more about this marvelous person and the breath-taking fashion and apparel contributions she is providing to our perfectly shaped world.

Plus Size Shopping and the Diplomacy Dilemma

Every day we are bombarded by advertising, admonishing us to get brighter teeth, bouncier hair, clearer skin, more vibrant smiles, higher energy, slimmer waistlines, better investments, cleaner kitchens, fresher breath, faster cars, more energy efficient refrigerators, more rewarding jobs... and if we do all that, we will be as carefree and happy and wonderful as the MODELS in the ads themselves.

News Flash: We're smarter than that.

That will not stop ad agencies from doing their level best to sell us on the necessity of imminent change if we're going to truly feel good about ourselves. It's their job to do so. They must make us want to change. Even if we don't particularly want to.

But ad agencies aim their message at the stars. They broadcast to the masses, to a wide audience of viewers, readers, listeners. They don't worry about one particular individual being insulted or offended by the mass message.

Perfectly Shaped World grows because of word of mouth. It relies on real perfectly shaped people telling other people that they have found a place to shop for a wide range of plus size fashions and apparel under one roof.

Many people hesitate to use the subject of weight and dress size in conversation. So, what's the best way to let someone know about Perfectly Shaped World? I'd like to hear your ideas.

Plus Size Shopping Glut in Suburbia

MISSING: High-end, plus-sized fashion for suburban women
by Patrice Poltzer
Nov 06, 2007
Found in Chicago's Medill Reports


Lizzie Pugliani, 27, loves shopping for fashionable clothes.

Like many women her age, the olive-skinned, fashion-savvy brunette scours the fashion magazines reading up on the latest designer duds and runway trends.

But there is, literally, one marked difference between Pugliani shopping for designer clothing and other young women shopping for designer clothing. The Park Ridge native is a size 14.

And in the world of high-end fashion, that size is virtually nonexistent.

"It is extremely frustrating because you are limited," said Pugliani. "All the stuff you see in magazine, you just know it’s damn near impossible to get really fashionable items in my size."

What also has been damn near impossible is locating a suburban boutique that carries high-end, plus-sized clothing. If such a shop is out there, there are plus-sized fashionistas looking for you!

And while stores such as Lane Bryant, Nordstrom and Torrid offer high-quality, plus-sized clothing at reasonable prices, where are all the hipster, one-of-a-kind boutiques for plus-sized women who want to drop some serious cash on clothes? (more...)

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It seems to me that the fashion industry would be rushing to fill this gap, and that boutique owners would be shifting to accommodate the New Normal. We represent a dilemma, ladies!

This post from Chicago just serves to reinforce our commitment to Perfectly Shaped World and its strong plus size presence. Grab a place on our newsletter list today. Grab a place on our newsletter list today.

Avenue Bought by Redcats USA

Redcats USA, a subsidiary of a French retail company, said Thursday it has completed its tender offer for Rochelle Park-based United Retail Group Inc.

Redcats USA, a leading catalog retailer, in September said it would pay $199 million, or $13.70 a share, to acquire United Retail, the company that operates 483 Avenue plus-size women's clothing stores. The offer represented an 82 percent premium on United Retail's pre-offer stock price of Sept. 10 and analysts hailed the deal as good news for shareholders.

United Retail Group founder and Chief Executive Officer Raphael Benaroya, and Redcats USA CEO Eric Faintreny said in a conference call with The Record on Thursday that the merger will benefit both companies.

"It's a perfect match because Avenue and Redcats operate in the same market segment of the plus size," said Faintreny. "We can help Avenue grow faster on the Web, and the retail expertise of Avenue can help us to try some of our successful brands at retail." (read more)

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Sounds like an optimal acquisition. It puts Avenue under the same roof as such powerhouses as Roaman's, Chadwick's and Jessica London, solid names in the plus size apparel domain. My instincts tell me this is a great indicator, reinforcing awareness that our plus size perfectly shaped world is a significant and meaningful demographic.