Plus-size fashion marketing agency

The category queries cluster into size numbers (size 24 jeans, 3X dress, size 20 swimsuit), occasion (plus size wedding guest, holiday party dress, plus size workwear), fit problems (jeans that do not gap at the waist, dress that skims the tummy, coat that closes over the bust) and fabric (with stretch, non-clingy, structured). Each cluster needs a collection page built from product data with copy that describes the grading, the fit and the models' sizes, so the size query lands on a page that only shows what is available in that size.

The second layer is the fit guide, which in this niche is a ranking asset because so few brands publish one that goes past a 16. A guide that states the fit model's size, how the brand grades between sizes, garment measurements per size for every style and how the brand's 22 compares to common references answers the true-to-size query and the questions assistants get asked. Occasion pages, wedding guest by season and dress code, earn links and rank for demand that rises weeks before the event.

Technically, the extended range lives on the same product URL as the rest of the range where the brand sells both, with size as a variant; size-filtered views stay out of the index; and reviews carry the reviewer's size and height as structured fields so they can be filtered and marked up.

The attribute that matters most in this niche is size_type, which Google accepts as plus for extended sizing, alongside the apparel requirements of age_group, color, gender and size. When size_type is set correctly and size carries the numeric or lettered value the brand uses, Shopping can match a size 24 query to the right variant. Item_group_id ties the full range to one product, and the image for each variant should show the garment on a model in a size the shopper will recognise, because the thumbnail is the first proof the range exists. Product_detail carries the stretch, the fit and the garment length; size_system states US or UK, since plus sizing differs between them.

Policy trouble comes from the body, not the garment. Descriptions that promise a slimmer look or that frame the shopper's body as a problem to hide drift into personal-attribute and misrepresentation territory. Describing a fit as cut generously through the hip, or a fabric as structured, is fine; promising an outcome is not. Images with text overlays or before-and-after framing are rejected.

Campaigns are split by role: occasion styles in a seasonal campaign that opens weeks before wedding season and the holidays, basics in a volume campaign bid to margin, and extended sizes that the brand stocks in depth in their own campaign so budget is not spent on sizes that sell out first.

The creative that works in plus-size fashion is the proof. A try-on that states the wearer's size and height, the same dress on three sizes across the range, a movement test that shows what the fabric does when she sits and walks, and a measurement walk-through that puts the tape on the garment. Creator content works when the creator wears the size she is showing and the rights are secured in writing, and catalog ads retarget well when the feed images show the garment on a body the audience recognises.

Policy is about personal attributes. Ads must not imply the viewer's size, weight or shape, must not frame the body as a problem, and must not promise a slimmer look. Copy that says designed for sizes 14 to 32 is a product fact; copy that says finally look slim is a rejection and a lost audience. Audiences start with customers and site visitors, then broad prospecting with the proof-led creative, because interest targeting for this niche is coarse and often insulting.

The first flow is the fit survey. Ten days after delivery it asks what size she kept, where the garment fit well and where it pulled, and it records the answer against the style. That data drives two things: every later email is gated on her kept size being in stock, and the product team receives grading feedback by style rather than an averaged return rate. A back-in-stock flow by size and style is the second flow, because the extended sizes sell out first and the customer who missed them is the most motivated buyer on the list.

The occasion calendar runs ahead of wedding season, the holidays and the September return to work, with outfit-led content that shows the pieces on models in the sizes sold and links to the shop-the-look in her size. Basics replenishment runs on the customer's own reorder pattern where there is one. SMS carries the size restock and the occasion cut-off, and nothing else. Win-back names the style and size she kept, because a generic discount says the brand has forgotten her.