Veronica Beard Extends Sizes to Accommodate All Women
Cool girl brand, Veronica Beard extends sizes so all types of women can get the effortless cool girl look. The brand, started by sister-in-laws Veronica S. Beard and Veronica M. Beard, launched in 2010 with their signature Dickey Jacket.
The brand didn’t decide to extend their sizes until one of the Veronicas, Veronica Swanson’s mom couldn’t find clothing from the brand that fit her. That could be a real eye-opener if you’re dressing people but you can’t dress your own mom.
Kedic, a female-led company that helps designers connect with factories to get what they need helps Veronica Beard to extend its sizes. ”We’re very good about our research here. When we launched jeans a year ago, we educated ourselves on jeans for a year and we did the same thing with extended sizing. We worked with Kedic to consult us on fit and sizes in the plus market,” says Veronica Miele.
Katie Sturino, the blogger that has a series #MakeMySize, where she goes to stores and tries on clothing to push brands to create more inclusive sizing—caught the Beard sisters on their trek for more inclusive sizes. Sturino posted on Instagram a Veronica Beard leopard print blazer that she tried on and it didn’t fit accordingly. She wrote: “I wanted to wear everything in that store and the fitting room curtains were leopard. This is the largest blazer they made and it was tight in the arms and I don’t think anything else in the store would fit me,” Sturino wrote last October, “BUT the sales associate said they are looking to expand their range and handled it really well!”
When Beard sisters caught wind off it they got in contact with Sturino. “This was an aha moment for us where we knew we had to launch new sizes,” Veronica Swanson said. “She was on board and told us what works and what doesn’t work in the market.” The sisters also want to ensure that extended sizes will be available in-store. “We always hear that women can’t try on extended sizes in-store because they aren’t available there so they ended up buying clothes that don’t fit well,” Veronica Miele continued. “So we studied the customer experience. It’s not about the marketing, it’s about servicing customers in-person and online in the right way. Body types are all different. You can be 6 feet tall and be a size 12.”
The extended sizes are available now on their website and will be available for all coming seasons. Check it out.