Today, plus size fashion start-up Dia&Co launched its debut campaign, My Body First, which explores women’s emotionally-charged shopping experiences — including those of Dia&Co Co-Founder and CEO Nadia Boujarwah. Through a powerful video and the release of new statistics, the campaign calls for an approach to shopping that celebrates and prioritizes women’s actual bodies.
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Prior to creating the campaign, Dia&Co conducted new industry research and surveyed hundreds of women, with results revealing:
- Only 22% of women reported feeling happy the last time they left a fitting room. 33% reported feeling significantly worse when leaving than when they entered.
- On average, nearly 75% of the clothes a woman tries on do not fit her body.
- America’s largest clothing retailers only offer 29% of new styles to women above a size 14.
“At Dia&Co, we believe that style can spark self-love,” said Boujarwah. “But currently, many shopping trips create the opposite effect — leaving us disheartened rather than inspired. And too often, these experiences cause us to blame our bodies rather than celebrate them. The system is broken, and it’s time for a radical change.”
Founded in 2014 by Boujarwah and her Harvard Business School classmate Lydia Gilbert, Dia&Co has been building a truly body-positive shopping experience:
- Personalization: Each Dia&Co customer receives uniquely curated boxes of clothing selected by a dedicated stylist to fit her body, her budget, and her style. Customers like the approach: Dia&Co has experienced 35x revenue growth over the past 12 months.
- Fit Technology: It’s a common frustration that standard sizing varies considerably between brands. Dia&Co has developed a proprietary approach to assessing a garment’s true fit to greatly reduce this pain point.
- Accessibility: By working directly with top brands and up-and-coming designers, Dia&Co has built a deep and diverse inventory assortment, ensuring that each customer has access to a variety of high quality, fashion-forward clothing that fits her style, no matter what her size.
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To learn more about Dia&Co, visit www.dia.co or watch thousands of unboxing videos on YouTube. To join the conversation, use #mybodyfirst and follow Dia&Co on Facebook, Twitter and Instagram @diaandco.
Key Findings from Dia&Co Shopping Satisfaction Study:
- 22% of women reported feeling happy the last time they left a fitting room.
- 33% of women reported that the last time they left a fitting room, they felt significantly worse than when they entered the fitting room.
- On average, women reported that 74% of the clothing items that they try on in a fitting room do not fit them.
- Women who wear sizes 14+ try on 24% fewer items of clothing in fitting rooms (4.97 items) than women who wear sizes 0-12 (6.53 items).
- Of the clothing that was tried on, a larger percentage did not fit women who wear sizes 14+ (77% of items) compared to women who wear sizes 0-12 (72% of items).
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The Dia&Co Shopping Satisfaction Study surveyed 675 American women aged 18 to 65 years old between the dates of August 17-25, 2016. As part of the survey, women self-identified as wearing sizes 0-12 (59% of respondents) or sizes 14+ (41% of respondents).