Tuesday, April 13, 2010

Plus Sized vs. Generously Sized

Many women wonder how I came up with the tag line “generously sized apparel” and why?

I knew from the moment Fresh Ayer was just a twinkle in my eye that there was nothing useful, fashionable or flattering about the term “plus size” and I knew that I had to find a better way to let women know the sizes that Fresh Ayer carried.

Plus size is a term that generally refers to sizes 16 and above (14 if you are lucky). The most common sizes in the U.S. are 10, 12, 14 & 16, so right off the bat I knew that starting our sizing at a 14/16 made no business sense at all. I also knew that first and foremost I wanted Fresh Ayer to be about style, service and fit rather than about the sizes we carried. Why do so many people do things just because that is the way they have always been done? I was not about to exclude women, who often struggle to find their size in boutiques, just because they were a bit smaller.

I have found that there is a big gap in sizing between conventional sized stores’ L/XL and the 1X, often available only in department stores and the Lane Bryant’s of the world. Many women are more slender on top then on bottom or vice versa and find themselves running between the “plus size” department and the missy size department only to leave with nothing. I wanted to bring their worlds together in one fun, woman friendly shopping environment.

The term “generously sized” was actually my mother’s idea. While shopping at the beach one summer she came across one rack in a boutique with a sign above it that said, “generously sized”. It always stuck with her. “What a pleasant way to point out the sizing”, she said. Why are we “generously sized”? Now you know!

Sunday, April 11, 2010

Spring Fashion 1

These three styles by Margarita are fun and lightweight for spring.

Some women size 12 and above are tentative about adding bold prints to their wardrobe but a nice print can brighten up your look and help you hide unwanted figure flaws at the same time. These three pieces are great examples (excuse the slender models…it can’t be helped)!

It is always a good idea to look for a print that can be worn with lots of colors. The “paradise” print skirt combines a neutral (white), with turquoise and orange both popular colors this season. This way you can mix and match it with many pieces in your wardrobe. Prints can distract the eye from figure flaws concealing with pattern changes and color contrasts. The blue tank dress is great for women with a slender upper body because it showcases your neckline and flows over you hips and thighs while the purple cap sleeve dress is good for “apple” shaped women because it hides your tummy, highlighting slender legs and arms.

Our First Post!

Welcome to Fresh Ayer's blog. This blog will be about me (Liz Ayerle) , fashion and my experience helping women feel great about who they are and what they wear. Check out our web site www.freshayer.com. Coming soon online shopping!!!