(Nicolette Mason/Instagram)
Nicolette Mason collaborated with Target.
Target CEO and Chairman Brian Cornell admitted that Target was missing out on a $17 billion opportunity: the plus size industry.
But, he explained, influential bloggers pointed Target in the right direction.
This year, Target launched its first plus-size line, Ava & Viv. The company not only took a cue from bloggers, but used their input to make the collection relatively trendy.
With the help of Gabi Gregg, Nicolette Mason, and Chastity Garner Valentine, Target launched the line.
Target joins other retailers who are letting bloggers, rather than typical designers on staff, make decisions for the brand.
"I was lucky enough to visit their headquarters in Minneapolis to preview the Spring collection and give my feedback about both the collection and the general state of plus size fashion," Gregg wrote on her blog in January.
The women helped Target come up with trendy ideas for the line and gave their insight to the company. They modeled the apparel, and they came back for the fall collection. The first collection was met with lukewarm reception ((Jezebel writer Lindsay Louise found it to be "meh"), but it still marked a drastic improvement from Target's previously scant plus-size selection.
"There has been lots of criticism of Target over the years, but I have to say that I really am happy they are not only listening, but bringing in plus size women to help them get it right and continue to improve," Gregg wrote.
Gregg's influence is quite vast, extending beyond Target.
She collaborated with SwimSexy earlier this year for a swimwear collection that flattered plus-size bodies.
Plus-size style bloggers have proven to be strong voices in a community that otherwise seems unheard.
(Hollis Johnson/Business Insider)
Bloggers wrote about their frustrations with J. Crew.
Sometimes, bloggers are crucial voices — especially when a retailer is straying from its roots and disappointing its customers.