Artikel | article
MEET ADIA
AMSTERDAM : BIB Amsterdam
COPENHAGEN : Bella Center , CIFF Showrooms / showroom B3-209
HAMBURG : Modecentrum
OSLO : Mote forum Skøyen / room 207
STOCKHOLM : Hotel J / Nacka Strand the market . But it requires the stores to keep a strong focus on changes in consumer behavior and stay on top of consumer trends . In return , the plus-size customers are extremely loyal . They are downright grateful when they find the perfect jeans that are smart , comfortable and have a great fit , says Claus Zink .
Challenging design - A large-sized figure can take many shapes and forms . A size 52 figure , for instance , has many different shapes and forms compared to a size 38 . And this is where our knowhow plays a central role . With the wide range in the Adia collections , we cater to most plus-size women , says Claus Zink , and adds that B & C Textiles launched Adia in 2014 in a time when the plus-size fashion market was in high need of innovation . - We were the exciting , new girl in class – and we offered consumers something new . Adia ’ s style is both raw and feminine with an edge , says Claus Zink . andre kvinder . Hvis transparente stoffer er moderne , så vil hun også have transparens . Hvis bare skuldre er in , så skal hun have bare skuldre . Hun vil være fremme i skoene modemæssigt . Det er vores opgave at løse de udfordringer , det så kan give , ved for eksempel at gøre os særligt umage , når det gælder konstruktion og materialevalg . Adia skal være trendy , men aldrig på bekostning af komfort og holdbarhed . Stort set alle Adias styles er produceret i kvaliteter , der er åndbare og med masser af stretch . Vi har desuden lanceret bukser med justerbar elastik i taljen , hvor forbrugeren selv kan tilrette livvidden . Den lille detalje er blevet virkelig godt modtaget , siger Claus Zink .
Summary A few years back , B & C Textiles , the company behind the plus-size brand Adia , expected an increasing number of traditional-size fashion stores to enter the plus-size market . This would make a lot of sense , since an increasing part of the population is overweight . - We did see stores dedicating a small area to plus-size brands , but for many stores the result was not exactly overwhelming . As we see the market today , it is the specialist trade that is most successful . And that is a trend we see in all of the markets we operate in , says CEO Claus Zink . He further notes that plus size fashion requires expert knowhow from stores as well as suppliers . In Denmark and Holland , there are already quite a few special stores aimed at the plus-size segment , while the German market is in the early stages of building a foundation for plus-size fashion stores . - In our experience , it is the stores that commit themselves and make a persistent effort creating a great plus-size fashion store experience that achieve success in
Design without prejudice From the very beginning , B & C Textiles ’ design strategy dictated an unprejudiced approach to what large-sized women like and dislike . - We decided to be open-minded and unprejudiced . In our design process , we assume that plus-size women want the same as all other women . If transparent fabrics are in high demand , the plus-sized customer demands that as well . If bare shoulders are fashionable , that trend carries over to the plus-sized segment . Just as any other woman , the plus-sized woman wants cutting edge fashion . It is our task to make that happen , and that requires an extra effort when it comes to design and choice of fabrics . Adia is trendy without compromising on comfort and durability . Almost all of Adia ’ s styles are produced in breathable and stretchy materials . Additionally , we have launched trousers with an adjustable waist-band , allowing the user to make adjustments to the waist . That detail has been very well received , says Claus Zink .
MODEBRANCHEN . | ISSUE NO 04 JUL / AUG 2018 | 147