Source: The Business of Fashion
Summary
Plus-size retailer Avenue is rebranding and relaunching after a tumultuous 2022, which included a bankruptcy filing and a sale to a new owner. The brand has been working to revamp its image and product offerings. According to the company, the goal is to create a more inclusive and diverse brand. Avenue’s new owner, a retail investment firm, has stated that it plans to invest in e-commerce and marketing efforts.
Our Reading
The trend returns with a new name.
Avenue’s rebranding efforts feel like a familiar tale of reinvention in the plus-size market. The brand’s attempts to create a more inclusive image are reminiscent of past efforts by other retailers. The emphasis on e-commerce and marketing is a common strategy in the industry. Avenue’s relaunch is just another chapter in the cycle of revival and rebranding in the plus-size retail space. The “new” Avenue is still selling the same old promises of inclusivity and diversity.
Author: Evan Null
