Burton, the high street retailer of men’s fashion, has launched larger sizes online in its new Big and Tall Strategy.
With more than 120 new larger sized lines, Burton is responding to the increased customer requests from the online customer. Although medium is the most popular size at the men’s fashion store, 15% of customers ask for extra large sizes, which indicates there is a market for bigger sizes within Burton’s customer base.
New sizes include trousers with up to 52 inch waist, mens jackets with up to 52 inch chest, shoe sizes up to 14 (US16, 35 centimetres) and shirts up to XXXL. The XXXL size fits chests 50 to 53 inches (127 to 135 centimetres).
James Ronald, senior buyer for Burton, said: “We recognise that men are becoming more style conscious at all sizes and there is a growing demand for mainstream men’s fashion in larger sizes. We wanted to make sure we had a good selection of our range available to all men regardless of size. We currently have over 120 products available in larger sizes at burton.co.uk. Should this prove to be the success we hope, we plan to roll it out across the chain.”
The Big and Tall lines are available exclusively online from September 2009. The range covers all clothing from mens hoodies to belts and from men’s suits to underwear.
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