Hey Leggy Lovelies,
Last week I attended a “Size ASOS” event at their HQ in London (not the ASOS building in Yorkshire that was badly damaged by fire last week — I hear that’s on the road to recovery now though). It wasn’t tall specific, though it was an opportunity to showcase ASOS’s Tall, Maternity and Curve collections to the press and chat about what’s in store for the slightly irregular sized amongst us (my word not theirs).
Not only are they expanding on the success of their current out-size collections with a host of new pieces, but they’re looking at ways to improve fit across the board, beginning with last week’s scanning event. In a joint venture with Manchester Metropolitan University’s “Department of Apparel”, ASOS are on a mission to really get to know their customers, and find out what’s going on underneath everyone’s clothes. 2400 men and women of all shapes and sizes were invited to stand (in their smalls) in an electronic body scanning unit which employed state-of-the-art light technology to take around 150 measurements. The level of detail was immense; measurements you wouldn’t really think about like “ankle girth”, plus ones that us Tall women are only too aware need attention and rarely receive it, like “crotch length front” (and back) and “ankle to floor inside” (and outside).
Unfortunately I wasn’t able to raise the average height findings for the nation by stepping in there myself, because pregnant women aren’t allowed to be exposed to the technology, but I got to watch the analysts in action and find out a bit more about how it will inform their clothes.
Interestingly, I’m told that when ASOS first launched their Tall range, it borrowed measurements from other retailers who were already making clothes for tall women, and through its own independent and thorough research it hopes to improve those measurements and tailor clothes to fit a more genuine representation of a tall body-shape. While this won’t replace the age-old method of “fit modelling”, where clothes are tested out on a real-life human bean, it will help to set the marker for what makes a tall woman “tall” and therefore draw up the parameters for measurements required within the Tall range.
And speaking of the Tall range, there is a whole lot of pretty landing there over the next couple of months, including a beautiful floor-length (below front — and actually floor-length) embellished black dress and tight-fit black biker jacket.
Tall PR Georgie explained that ASOS had noticed a real lack of nice going-out and occassion-wear for Tall women and that it hopes to address that over the coming months with some slightly more glamorous pieces.
Best of all, absolute top-end prices should be around £90, even for the uber-glam gowns, so hopefully we’ll have a bit more cash to play around with next time we’re at a friend’s wedding/ prom/ ball.
I’m also going to be showcasing some pretty ASOS maternity clothes on the blog (some of the forthcoming collection seen below) over the coming weeks, so keep your eyes peeled. I have weddings to dress for and a couple of fancy-pants parties and bump isn’t getting any smaller!
So I’m interested to know from you ladies… when it comes to fit, what is it that even the specialist Tall retailers are getting so wrong? Is it arm length, crotch-length, too many cropped tops? Let me know what really gets your goat…