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www.hornallanderson.com/casestudy/the-style-and-fit-she-deserves

The Limited

The style and fit she deserves

Giving the plus-size woman a voice in fashion

Very few fashion brands are available to plus-size women. Today, over 50 percent of women are plus-size, yet only account for 19 percent of apparel sales. A little social monitoring of the fashion blogosphere quickly reveals that today's fashionable plus-size women are on the hunt for modern, beautiful and wearable apparel with a fit that complements her, but resources are few and far between.

The birth of a new brand

Always on trend, The Limited heard the need and answered the call by creating a new brand and product offering devoted to the plus-size woman. Their mission was to create a fabulous clothing and accessory collection that celebrates a woman's true fashion sense and showcases her individuality. From professional chic, to classically stylish, to fun and trendy, eloquii by The Limited is a brand born from the entrepreneurial vision of CEO Linda Heasley, whose passion for fashion is unrivaled.

To bring her vision to fruition, Linda came to Hornall Anderson to create an identity for the new brand and product offering that encompassed all aspects of the brand promise and personality that The Limited wanted to convey to its customers. Our overarching goal was to help them emerge as the brand leader redefining the entire experience for the plus-size woman, that is designed and delivered with sensibility and that allows her to finally participate in the fashion world on her own terms.

Understanding her

We began by diving into the existing consumer research, to develop a comprehensive understanding of the plus-size woman's desire to actively participate in fashion. These insights gave way to our brand essence, the style you deserve; honoring women who are already expressing themselves through fashion, while acknowledging the sacrifices they have made in quality, style, fit, and/or freedom of self-expression.

We knew that the brand had to clearly dimensionalize fit within the context of fashion for these consumers - fit with personal style, lives, wardrobes, and body shapes. With that in mind we created the brand promise, focused on "breaking through"— creating opportunities for women to engage fully via fashionable clothes that fit.

A name, brand identity and voice

We introduced eloquii by The Limited to the team with this creative rationale: "eloquii by The Limited is a new brand that allows full-figured women to eloquently express themselves. We are dedicated to deliberate, sophisticated simplicity that helps her move with grace from one moment to the next. We facilitate her engagement with fashion to authentically articulate who she is in this world."

After the naming process, we quickly moved into creating the identity and the design language for the brand. Our designers created the logotype and supporting graphic patterns to highlight the unique curves and shapes of lowercase letters. The radial "e" pattern distinctly celebrates the collective beauty of women and the joy, delight and diversity of fashion the brand offers.

From the identity, we developed design concepts to bring the brand story to life across all consumer shopping experience touch points to include the voice for the web, hang tags, gift boxes and tissue paper, all intended to enhance the experience. An impassioned brand narrative rounded out our deliverables and resulted in the tagline, eloquii: fashion that loves you back.

Hornall Anderson helped us bring to life a completely new brand for The Limited, creating an experience that communicates thoughtfully the needs and wants of this new consumer while openly inviting them to participate in a world where they can rejoice and be celebrated. From the strategy, to the name and every last design detail in between, we feel like eloquii by The Limited is giving plus-size woman a reason to finally enjoy the fashion that they deserve.

–LINDA HEASLEY, CEO OF THE LIMITED

Visit eloquii.com