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‘Too little, too late’: Dangerfield’s plus-size debacle a lesson for brands

Source: Dangerfield’s Facebook page
Alternative fashion brand Dangerfield has discontinued its plus-size clothing range, Dangerfield Curve, due to fit problems. Announcing the decision on Instagram last week, the brand said: “We pride ourselves on being an inclusive brand and recognised that the Curve range was not giving our loyal customers enough choice and appropriate fits.” Instead, the brand has expanded its straight-size range up to a size 20, which it said has increased the number of styles available in that size from 6