I have meant to do a blog on plus size fashion for a long time. And, like all my blog ideas, I never got around to it. This past year I have been loving Eloquii (plus-size from the Limited) and now they are closing… phasing out by the summer.
I am super sad! I just bought this dress from them:
I really liked the store – good quality, reasonably priced and work appropriate while being fun. Here are some thoughts cross posted from my tumblr and excerpted a much smarter blog than mine with an open letter to the company:
As WifeyJD put it:
Eloquii has really helped me develop my personal style this past year by offering chic blouses, classic dresses, and cute, well-fitting (!!!!) suiting separates that can take me from a job interview to a dinner date. Frankly, Eloquii filled a niche for the young, fashion-obsessed plus size customer who lives in the real world.Your target demographic remains massively untapped, and I can tell you why.ASOS Curve is great, but overall skews edgy and doesn’t have a lot of pieces that work for me every day (in addition to being above my price point). Lane Bryant caters to an older demographic, and Avenue works better for women on the larger end of plus size. Lines like Rachel Pally White Label and Igigi have great products, but as boutique labels they a) are out of many folk’s price ranges and b) can’t offer a broad range of styles that appeals to the mass market. Eloquii, as part of The Limited brand, has a huge advantage here, and you capitalized on it by not only offering many The Limited styles in Eloquii, but by going beyond being a copycat line to develop your own aesthetic.
The bottom line is, I am a loyal Eloquii customer because the concept is great! …
Although I’m deeply disappointed in your decision, I will continue to shop Eloquii until the site closes down. However, I hope that you will do your best to put the brand in the hands of someone with the fortitude and foresight to give it a real shot of succeeding.
I’m not even sure how it could work, but I hope someone takes over the brand. I have purchased something like 6 dresses in a year, plus a few tops and skirts. I will miss Eloquii very much!