Plus size styling service Dia&Co highlights the need for a new approach
Today, plus size fashion start-up Dia&Co launched its debut campaign, My Body First, which explores women’s emotionally-charged shopping experiences — including those of Dia&Co Co-Founder and CEO Nadia Boujarwah. Through a powerful video and the release of new statistics, the campaign calls for an approach to shopping that celebrates and prioritizes women’s actual bodies.
Prior to creating the campaign, Dia&Co conducted new industry research and surveyed hundreds of women, with results revealing:
- Only 22% of women reported feeling happy the last time they left a fitting room. 33% reported feeling significantly worse when leaving than when they entered.
- On average, nearly 75% of the clothes a woman tries on do not fit her body.
- America’s largest clothing retailers only offer 29% of new styles to women above a size 14.
“At Dia&Co, we believe that style can spark self-love,” said Boujarwah. “But currently, many shopping trips create the opposite effect — leaving us disheartened rather than inspired. And too often, these experiences cause us to blame our bodies rather than celebrate them. The system is broken, and it’s time for a radical change.”
Founded in 2014 by Boujarwah and her Harvard Business School classmate Lydia Gilbert, Dia&Co has been building a truly body-positive shopping experience:
- Personalization: Each Dia&Co customer receives uniquely curated boxes of clothing selected by a dedicated stylist to fit her body, her budget, and her style. Customers like the approach: Dia&Co has experienced 35x revenue growth over the past 12 months.
- Fit Technology: It’s a common frustration that standard sizing varies considerably between brands. Dia&Co has developed a proprietary approach to assessing a garment’s true fit to greatly reduce this pain point.
- Accessibility: By working directly with top brands and up-and-coming designers, Dia&Co has built a deep and diverse inventory assortment, ensuring that each customer has access to a variety of high quality, fashion-forward clothing that fits her style, no matter what her size.
To learn more about Dia&Co, visit http://www.dia.co or watch thousands of unboxing videos on YouTube. To join the conversation, use #mybodyfirst and follow Dia&Co on Facebook, Twitter and Instagram @diaandco.
Key Findings from Dia&Co Shopping Satisfaction Study:
- 22% of women reported feeling happy the last time they left a fitting room.
- 33% of women reported that the last time they left a fitting room, they felt significantly worse when than when they entered the fitting room.
- On average, women reported that 74% of the clothing items that they try on in a fitting room do not fit them.
- Women who wear sizes 14+ try on 24% fewer items of clothing in fitting rooms (4.97 items) than women who wear sizes 0-12 (6.53 items).
- Of the clothing that was tried on, a larger percentage did not fit women who wear sizes 14+ (77% of items) compared to women who wear sizes 0-12 (72% of items).
- Women aged 18-24 tried on the most items of clothing of any age group (9.84 items per shopping trip).
- Women aged 55-65 tried on the fewest items of clothing of any age group (3.30 items per shopping trip), but also reported the smallest percentage of clothing that fit (21.15%).
The Dia&Co Shopping Satisfaction Study surveyed 675 American women aged 18 to 65 years old between the dates of August 17-25, 2016. As part of the survey, women self-identified as wearing sizes 0-12 (59% of respondents) or sizes 14+ (41% of respondents).
Dia&Co is a body-positive shopping experience exclusively for women who wear sizes 14+. The service connects each customer with a stylist who sends her personalized, curated boxes of clothing selected to fit her body, her budget, and her style. Founded in 2014 by Harvard Business School classmates Nadia Boujarwah and Lydia Gilbert, the company’s mission is to spark radical self-love through style. Based in New York City, Dia&Co has attracted a dedicated and diverse customer base crossing all 50 states. For more information, visit http://www.dia.co.
Nadia Boujarwah is the Co-Founder and CEO of Dia&Co, a body-positive shopping experience for women who wear sizes 14 and up. Dia&Co stylists work with top brands – from industry staples to up-and-coming young designers – to provide each customer with curated looks to suit their unique style and shape.
Two years ago, Nadia was driven to found Dia&Co by the belief that style can act as a catalyst for self-love. Through Dia&Co’s vibrant community this belief is reinforced every day. Nadia is continually inspired by women looking and feeling beautiful in clothes they were told they couldn’t or shouldn’t wear; embracing the body they have today – and dressing for it. Dia&Co was founded to support these women, and to help every woman find clothes that make her feel uniquely her.
Prior to founding Dia&Co, Nadia worked as an investment banker at Perella Weinberg Partners and most recently served as COO and CFO of New York-based jewelry brand Frieda and Nellie. Nadia holds a B.Sc. in Economics from the University of Pennsylvania and an MBA from Harvard Business School. With a Cuban mother and Kuwaiti father, Nadia hails from both Miami and the Middle East, and is currently based in New York.