Forever New Curve recently launched in Forever New stores and online. Images supplied.
Forever New recently launched the brand’s new Curve range which caters for sizes 16 – 22. Forever New Curve is available in the brand’s stores throughout New Zealand and online with a full range of pieces on offer. The range was developed in response to market demand for more plus size clothing options and the collection has Forever New’s feminine style and easy charm. There’s everything from casual tops and skirts to beautiful formal dresses available in suitably summery hues and pretty florals.
We caught up with Forever New’s Managing Director Carolyn McKenzie on the new Curve range.
How did Forever New Curve come about?
We saw success when we extended our main range to include size 18 and received many requests to continue offering a broader size curve. After conducting extensive consumer research, we discovered many women were disappointed with the lack of choice in the market and struggled to find clothing that made them feel confident. The process of designing our first Curve collection from research to launch took a period of about 12 months.
Who designs the range?
We have a dedicated Curve product team, comprising of a Designer, Buyer, and Planner. Our inhouse designer re-interprets global trends for the Curve customer ensuring that the range is new, flattering, and functional. The team work very closely together on the designs, fabrics, and prints, ensuring they embody the Forever New brand DNA while keeping in mind the curve figure.
What has the response been so far?
We’ve had an overwhelmingly positive response to the range thus far which has exceeded our expectations. We will continue to drop 40-50 styles bi-monthly into our Curve collection, taking customer feedback into account throughout the process.
What are the plans for Curve in the future?
Over the next 6-12 months we plan on developing a deeper understanding of who our Curve customer is and what she wants from us. Our international markets have also shown great interest in the range so we are considering which markets to focus on next.