RealKidz’ Above Average Clothing for Girls

July 21st, 2009 | Author: sizetracker

After she experienced frustration in trying to find clothing for her plus-sized daughter, RealKidz founder, Merrill Guerra, first found she was not alone and then set out to do something about it.

In her efforts to determine why she could not find clothing in the sizes her daughter needed, Guerra found that only 16% of the the girls’ plus-size apparel market is being served by currently available designs. Part of the problem, she realized, is that sizes are never one size fits all. A new type of sizing was needed to address the clothing needs of girls that fall somewhere in between regular and plus sizes.

The Birth of a New Sizing Model

Hence, a new sizing model was born. The RealKidz K-I-D-Z^TM Sizing Model is designed for girls ages 5 through 12 to fit Slim (K), Average (I), Above Average (D) and Plus (Z) girls. This system ignores industry standards and takes a much more granular approach to sizing, which, according to Guerra, “moves as close as you can find in the industry toward tailor made.”

RealKidz introduced its line this past spring with “Average” and “Above Average” sizing, a type of sizing that is unique and proprietary to their company. Guerra identified that,

there are really two different body styles represented in the plus size category. In general it falls into dividing up girls that are clinically overweight from those who are clinically obese. They have definitely different body styles and hence different fit needs. In terms of development, we use fit models who are representative of the body shapes we’re trying to fit to create our patterns.

The company plans to introduce slim sizes next, and then follow up with plus sizes afterwards.

Helping Parents and Girls

According to Guerra, the most exciting part of the process so far is seeing how happy the parents and their daughters are.

The parents and kids are surprised at how great the fit is! Yes, the lengths of the sleeves and the pants are much better (analogous to what an average size kid finds when they go to try on clothes), the rise in the pants fits – which is a huge issue, the sleeves are wide enough just below the shoulder, the back fits more comfortably and provides for the garment to lay on the girls beautifully.

Another interesting aspect of the RealKidz business is that the clothing is sold primarily through home-based parties. In other words, girls are able to see and try on clothing in the comfort of their own or a friend’s home.

Not Just a Business

Merrill’s idea for RealKidz goes beyond just serving an untapped market, but actually starting a movement to support all girls’ self esteem. Keep an eye out for the RealKidz® Family Network, a social network to help parents and kids support one another in incorporating healthy lifestyles into their families’ lives.