Plus-Size Brand Addition Elle Set to Grow U.S. Presence

TORONTO — For the last three years Canada’s plus-size leader Addition Elle has been on a mission at New York’s Fashion Week to spread its “fashion democracy” message to the world. That campaign garnered its best results ever earlier in September when the Montreal-based brand owned by Reitmans became part of New York Fashion Week’s official 2017 shows.
According to data from NYFW producer IMG, “Addition Elle was the most viewed video from Fashion Week’s web and app platforms, getting 45,000 views within 24 hours of being posted,” said Roslyn Griner, Addition Elle’s vice president of visual planning and marketing.
“Those numbers were more than triple the amount of Fashion Week’s second-most watched video, which featured Gigi Hadid on the Prabal Gurung runway,” Griner revealed.
Addition Elle also gained 20,000 new fans on Instagram during fashion week, while its live feed got 74,000 videos, which represented a 54 percent view rate.
Moreover, Miss Universe, Miss America, actresses Danielle Brooks, Gabourey Sidibe and other celebrities watched the September show from their front-row seats, while Addition Elle’s new Jordyn Woods collection gained exposure on fashion magazines’ web sites.
Addition Elle also used Ashley Graham in its Sept. 11 show to help boost the brand’s fashion democracy message.
“All this

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Source: Women’s Wear Daily
Plus-Size Brand Addition Elle Set to Grow U.S. Presence

Plus-Size Brand Addition Elle Set to Grow U.S. Presence


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