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Ohhh, This is Curious. A New Direction for Fashion to Figure?
I was first alerted to FTF’s troubles via my homegirl, from Farrah of Estrella Fashion Report, asking if we knew about this. Welllllll, if you have been following news of Fashion to Figure closing up shop in a “Total Liquidation Sale,” today’s news makes for an interesting and optimistic turn. In an agreement just reached and announced today via Businesswire, New York & Company has stepped in to save the brand with “an asset purchase agreement to acquire certain assets of Fashion to Figure.”
What does this mean?
It means that Fashion to Figure will now sit under New York & Company and that they have saved one of our plus size fast fashion brands from becoming a memory. But what is most interesting is that although New York & Company has purchased “all intellectual property, including trademarks, tradenames, an extensive customer database, and all in-store assets” they did not purchase the inventory… you know, the clothing.
We believe Fashion to Figure has strong name recognition with the Plus-size consumer and a very loyal consumer base, …Fashion to Figure can effectively leverage to grow the brand, particularly online, to drive profitable future growth. There is an opportunity to enter into an underserved and growing segment of the women’s apparel market.
We believe the combination of Fashion to Figure’s outstanding brand equity and expertise in the Plus-size space coupled with New York & Company’s operational expertise, omni-channel capabilities, strong digital business, and celebrity platform will enable us to generate significant top line growth and sustained profits with the Fashion to Figure business while ensuring to preserve its existing brand DNA.
We look forward to working with the Kaplans to reintroduce the brand to the marketplace and to Fashion to Figure’s loyal customers at the start of our new fiscal year.” Gregory Scott, New York & Company’s CEO
Does this mean a new look for the brand?
Updated, a new modern approach, or will the options and styling remain? I am here for a little bit of a shakeup. While they will keep on members of the design, merchandising, and eCommerce teams, I am curious what this new look will be.
And guess what? We will not have to wait long. As we speak, they are securing inventory for an anticipated relaunch in early 2018 (February to be exact) with a new site and select stores. (Amen to keeping the stores)
I do have a few questions! Naturally…
- Will this mean a stronger plus size presence with New York & Company? (please say yes)
- Will we see more in store access to the brand outside of the north and the south?
- What will the new revitalized look be? An edgier version of NY & Co?
- How will you engage the plus size shopper with this launch?
- Will you keep the diversity of models that has drawn us to Fashion to Figure?
- Price raise in relation to the quality? Will either of these change?
This is quite a curious development, one I will be watching and paying attention to. I do find it interesting, that now that the plus size market has topped 21 Billion annually, outpacing every other section of the fashion industry, that NY & Co is stepping in to save them.
I wonder if the industry were not as strong, posting this type of impressive growth, would they have been interested?
While my mind could go on with thoughts, questions, and ideas, I am cautiously optimistic about this acquisition and look forward to the new Fashion to Figure.
In the meantime, take advantage of this, as everything in store is 50% off at FashiontoFigure.com!
What about you? What do you think about this news? Does it excite you?
Let’s discuss…
About the Author
Marie Denee
I am the Editor in Chic of The Curvy Fashionista. Often goofy. Forever emo. Always a Virgo. You can find me somewhere grooving to 90s R&B.
boo no bueno
I am not oppsed to it. It is a curious match
ny and co quality has gone down
Kimberly maybe this helps them both?
nope…
fashion to figure is doing fine why pair with ny and co]
Fascinating. I was never impressed with their quality. I hope it benefits both companies.
…ummmm FTF ain’t much better quality than NY & Co. And I’m sure this allows for bigger buying power for FTF
Kimberly girl, FTF just announced last week bankruptcy and total liquidation sale… they were drowning and about to close up shop.
Marie Leggette oh wow. Never knew so ny and co threw them a lifeline
Kimberly yep, I talk to and link both docs in the post babe!
Marie Leggette ok great
don’t know how to feel about this
hehehe, it is curious and I am cautiously optimistic. It is an interesting pairing… and even so much that LB did not buy. but they are not buying their inventory, which makes things even more curious…
Marie Leggette I’ve just got so much love for FTF hoping they don’t get lost in the Sauce but excited for them from a business owner standpoint
Val Ashford I think that this will be fun/curious/interesting to watch…
Wow, wow, wow, wow!
As a Californian this intrigued me. I hope it might bring physical stores out here. I am in my early 50s and still prefer in-store shopping to online shopping.
I called this part out in my questions, too!
To be honest, I expected it. I loved working for the company, fashion is in my DNA but the strategy catered too much for online and not enough on the individual buyer. Not to mention the pricing has fluctuated a bit since opening. But let’s see if NY&C can rebrand and keep the current consumer base.
yup. I do hope NY&Co can help stabilize and strengthen their brand
I’m very curious and very hesitant about this. I worked for NY&C 10 years ago and back then I could wear their stuff as a size 16/18 woman. However shortly after I left a new CEO was acquired and the cuts and sizes were trimmed down considerably. So I’m very worried about fit of any new product since they didn’t acquire inventory. I think the match is definitely interesting in terms of style. If they were smart they’d keep it kind of 50/50. With the tride and true style FTF did well and introduce some of the more business professional looks of NY&C.
riiiiiight. This is where am hoping it goes… but they since launched plus sizes themselves, so this will be a curious move to watch on both sides, internally at NY&Co and FTF.
I was just saying this.
I mean, logistically, we won’t be seeing any kind of “new product” hitting shelves for at least 6 months (especially with Chinese New Year closures in February). If this just happened, it’ll take them a couple months to figure out and deploy the game plan, then another 4-6 months for production and delivery to stores, depending how fast their factories are. My guess is the season to watch for any big changes will be Fall 2018.
However! I’d be watching marketing and brand over the next six months because that’s where it’ll hit first.
Girl, they are moving fast and already talking about relaunch and rebranding in Feb! Who knows?!
Then this acquisition happened before now.
There’s no way they are designing and producing and shipping in two months. Not with China in peak season. This had to have happened months ago.
they can purchase from vendors, not necessarily design in house items.
Ha. And here I am thinking they actually design their own clothing!
It could be both… many retailers do tjis
Oh I know. I spend all day producing apparel and souvenirs for private brand and licensed brands. So I often forget not everyone does it this way. It’s why sizing is so inconsistent within a brand – multiple vendors have different size patterns.
I don’t think its fair for so many to compare it to NY & Co when it was Lerner’s. Everything has evolved.
NY & Co purchased plus buying power rather than creating it from scratch, that’s called good business.
I also feel this is a good move for FTF, who was just last week approved for total liquidation.
We could have lost the brand entirely. At least now, they get to continue to serve the community, employees have paychecks through the holidays… and hopefully we can see some exciting things from there in 2018
I have a few other opinions, but thats kitchen table chat lol
right! I do touch on that too, being saved and I do not think it is a comparison, I actually think both could give to each other… it is a curious move, one I am going to be watching!
It’s not curious to me because FTF has been including more “non-party” wear for a few years now. I’m also in the NE and I see their store displays… so this makes so much sense to me
Kim ahhh you have more access than the online consumer. I think outside the north and pockets of the south, many only have an online perception, which makes it curious… as folks try to connect the dots. I rock with some of their non party wear, hard, so I hear you!
Which is interesting… and something more retailers need to consider. Online perception vs on local perception…
Marie Leggette Right, I can drive to like 5 or 6 locations lol
Kim McCarter well damn. hehehehe
Lerners. I forgot all about them.
I knew it was coming. NY&C showed interest in a plus brand I worked with at one point. I think as long as NY&C allows FTF to do their thing and house them under their umbrella this could be magical. I’m here for it! However, if this is not a partnership and more of an overhaul this COULD be horrible for FTF.
true!!!
Char CF I wonder will the quality of the clothes go up.
It’ll def change one way or another but I’m here for it
I dunno. As a late-50s professional, I am still frustrated. Everything I see emerging in the plus size fashion world seems to be completely polarized. FTF is a clear example of what I’ll call the “south” pole. It’s all geared to the 20-something and party set, with skin-tight dresses and pants, cutouts, plunging necklines, exposed shoulders and extreme slits. I’m a) way too mature to dress like a Ho, and b) work in too conservative an environment to dress that way. I’ve gotten away with a modified boho look because I’m also too senior to fire because they don’t like my fashion sense.
The other, (North) pole is represented by Full Beauty; frumpy, dumpy stuff made of disgusting, cheap fabrics.
The truth is that my generation represents the most disposable income for clothing AND the largest working demographic. After nearly 40 years as a working professional woman I deserve well made clothing that does not reveal any more than I want to (which isn’t much at all during working hours).
They’re clothes are cut kind of small for me, but I can wear their jackets and dresses. I’m worried about the fitting of the clothes.
Which brand? Ftf or ny&co?
FTF. I can’t wear NY & Co. I’m too hippy & booty too big.
FTF strikes me as junior plus sizing a la Forever 21. When I buy F21, which is rare because I’m much older than their traditional target market, I usually do 2X or 3X.
Nesha Determined Davis
FTF is my favorite plus fashion shop..sorry to see it go..but interesting..I like NY&CO for professional wardrobes and FTF for sexy go out casual wear.
I can only hope that FTF styles change a bit, because I cannot find anything that appeals to me. That’s one of my main complaints about plus sized designers. They all seem to follow the same trends, and none of those trends come even close to my style.
I am a 42 yr old Muslim woman. I want to look sophisticated, polished, luxurious, AND modest. I want to be able to cover my body in clothes that fit, look nice, and don’t expose too much (but at the same time, don’t give me a freaking tent!).
I see plenty of options available for non-plus size women, but nothing in the plus size world. Why does everything have to be either too boxy/baggy, or too clingy?
I just want to look as well put together as the next 42 yr old woman, regardless of my size.
I am not impressed with the selection available now.. actually I’m heartbroken.. I loved FTF ?
I am curious to see how it evolves…
i just went to the fashion to figure/ ny&co web site and they basically dropped plus size. tĥey had exactly two pairs of pants in the plus size section! maybe like 15-20 plus size tops…etc. they are still a source because they do have a standard plus size selection for a straight size store, but i’m used to them being an actual plus size retailer with a much bigger selection.
Nooooo. They have all kinds of new arrivals and new options! you can see them here: https://www.nyandcompany.com/fashion-to-figure/plus-size-dresses/N-4155473378/
Sooooo, I shop at NY and Company ALL the time. I’m curvy size 16/18 but can wear a lot of their clothing. While looking for a specific type of top on their website, I stumbled across FTF products and the clothes were KA-UTE! What is this I wondered and did a search. They don’t have a specific link to it on their website like they do for Gabrielle Union and Eva Mendes. I literally stumbled across it and in all the searches I’ve done looking for things on their website (I spend a LOT of money on their clothing), August 2018 is the first time FTF has EVER shown up in the searches. I found this post in my internet search of the brand. All of the FTF clothes right now are about 50% off which is normal for clearing out for fall wear, but I’m concerned they’re dumping the line WHEN I JUST FOUND IT over 6 months after they acquired it. Do you have any recent intel about the line?