Sue Perryman shared with us what makes Evans London work for their new U.S. market, and tips for every woman dressing for a 14+ frame.
Q: We're all getting to know Evans London. What's unique about this plus-size brand?
Sue: There's something about the U.K. in general that's different. Here in the U.K., for example, we promote the individual, and that it's good to be different. That's healthy for everyone, and we want to have that dialogue that you are gorgeous. We're constantly trying to give confidence to [plus-size women].
Q: Now that Evans London has hit the U.S., can you tell us what kind of U.S. customer you expect shopping at Evans London?
Sue: We have a huge older and younger client base, and what we all have in common is that we're plus-sized! We've got up-to-the-minute styles, but people who want looks that work and are still on trend will like the new line--even for the absolute fashionista.
Q: What do you find to be a major difference between the U.S. and U.K. Plus-size market?
Sue: What I find [in the U.S.] is that stores don't cater to my size. Instead of going in [usual shops], I have to go into Marina Rinaldi, which is lovely but expensive, and Lane Bryant. I can't find everything under one roof. That's what we like about Evans London. Everything is sized, and we offer everything you could want. Even our jewelry is bigger, with necklaces sized to fit bigger necks.
Q: Do you have any tips for women sized 14+ here in the U.S.? Are there any fashion "rules" you believe in?
Sue: Rules? What rules? [Laughs] Think about how to mix-and-match. Have a look at a magazine, and figure out what makes you look good. It's a good barometer, looking at your shape and seeing what looks right on models and other plus women.
Q: Can you tell us a little more about the new magazine located on your website? We love e-zines directed towards women sized 14+, especially after the influence of Mode.
Sue: That's the very first edition. We wanted to launch both fashion, lifestyle, and the Curvy Kitchen. We have other things going on, such as features on plus-size modeling. We plan to update [the magazine] every two weeks.
