Monthly Archives: October 2014

Retailers to plus-size women: fuck you – a disgusting insight from Big Data

Plus-size fashion? Sure, as long as you don’t care about color.

plus-sizeI had kind of a WTF? moment at work today, that turned into a moment that made me think, and finally into a full-blown depressing moment.

We’re working on a project for a retailer that sells a wide range of clothing to women. We were examining the strategic keyword analysis workbook looking for patterns and insights in the search data for an upcoming presentation, when we tripped across this disheartening realization.

In every category – Dresses, Blouses, Skirts, Prom, Formal, Homecoming, etc. – there’s a huge volume of search for color: [blue prom dress], [red skirt], [green top], etc. Every category except one, that is: Plus Size. When you look at the search data for plus size queries, there’s almost no volume for color. The only term that shows any life at all is [white]. Read more