CLAUS ZINK , CEO AT B & C TEXTILES , THE COMPANY BEHIND THE PLUS-SIZE BRAND ADIA :
Article
CLAUS ZINK , CEO AT B & C TEXTILES , THE COMPANY BEHIND THE PLUS-SIZE BRAND ADIA :
Design trends encourage us not to limit ourselves
CEO Claus Zink sees a clear market trend to buy plus-sized fashion in dedicated and specialized plus-size stores . Whether the plus-sized customer shops online , in traditional fashion stores or in specialized stores , she seeks fashionable clothes – preferably with an edge .
BY HELLE MATHIESEN
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 plussize market . This would make a lot of sense in our society , in which 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 to creating a great plus-size fashion store experience that achieve success in 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 .
ADIA
72 | ISSUE NO 03 JUNE 2018 | MODEBRANCHEN .