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TO: Kelly Anderson, Marketing Executive

FROM: Jonathon Fitzgerald, Market Research Assistant

DATE: January 14, 2017

SUBJECT: Diversity Challenges of Our Fall Clothes Line Promotion

Market research and analysis show that the proposed advertising media for the new fall lines need to be reprioritized and changed. Findings from focus groups and surveys have made it apparent that we need to update our advertising efforts to align them with the styles and trends of a more diverse audience, including larger clothing sizes that are created to fit more diverse female figures. No longer are women interested in seeing clothing that is only for a size 0-6, more of our target audience would like fun, fashionable, feminine clothing that is cut for them and modeled by women who look like them. Over the last three years, plus-size women's apparel sales have outpaced total women's clothing sales.

Year	Percentage of Growth
	Plus Sized Sales	Total Sales
2012	1.2%	3.6%
2013	2.4%	5.3%
2014	8.6%	1.5%
2015	4.8%	3.3%
2016	3.0%	1.9%

By refocusing our advertising efforts on our plus sized line of clothing we will be able to maximize the exposure of our product to our target market and therefore increase our sales. (Banjo & Molla, 2016)

Works Cited Banjo, S., & Molla, R. (2016, May 10). Retailers Ignore Most of America's Women. Retrieved from Bloomberg: https://www.bloomberg.com/gadfly/articles/2016-05-10/plus-size-could-save-retailers