W4: Question of the Week

Mills is trying to create an environment that is open to serving all women, regardless of age, size or color.  By selling suits in the same store, on the same rack, she is helping change the stereotype of the plus-sized woman.  Plus-sized women have been taught by society that they should be ashamed of their bodies and hide them.  Go to the men's department of any department store and they carry on the same rack, the same article of clothing going up to waist size 48 inches.  Now go to the women's department.  The sizes go up to XLarge or 14.  After size 14, or XLarge, you are relegated to the "Plus-size" department which carries far fewer selections.  This is discriminating and judgmental.  Mills is overcoming this by offering all fashions in all sizes.  By using this to "Sell a product or service that solves problems consumers may have with the competition (Pg 101) she has used an effective marketing tool.