Kookai sizing policy
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Kookai has recently changed its sizing policy: the largest size its stores now carry is a 2 (the equivalent of a size 8, or small size 10).
It is irresponsible of Kookai to market their clothes to all young women, but to maintain a buying policy which only incorporates sizes at the small end of the spectrum.
If Kookai intends to cater exclusively to those with a body shape falling into a 4-10 size range in future, they should be upfront about this strategy and re-brand themselves accordingly as a petite or small size specialist store. I fully support and encourage the manufacturing of clothes to fit women who are a size 2 and below and recognise that there is a valid market for these sizes. Customers who are size 2 and below, however, constitute a minority of women in the broader retail market; the average body size in Australia today is a size 12.
It is unacceptable for Kookai to present an image which generates a reasonable expectation that average-sized women will be able to purchase garments in their size. It is unacceptable to imply, through their buying policy and the disdainful attitude of their company representatives, that women who are a healthy size 10 and above are too large to fit into the clothes of a chain store with no annunciated speciality in small sizing. Knowing that many of their customers fall into high-risk categories for eating disorders and body image problems, it is unacceptable for Kookai to indirectly promote further insecurities in teenagers and women who do not fit into their very small sizes.
Kookai should either declare their speciality store status and concede they cater only to very small sizes, or alter their policy of only stocking up to a size 2 to include at least one if not more larger sizes.
It is irresponsible of Kookai to market their clothes to all young women, but to maintain a buying policy which only incorporates sizes at the small end of the spectrum.
If Kookai intends to cater exclusively to those with a body shape falling into a 4-10 size range in future, they should be upfront about this strategy and re-brand themselves accordingly as a petite or small size specialist store. I fully support and encourage the manufacturing of clothes to fit women who are a size 2 and below and recognise that there is a valid market for these sizes. Customers who are size 2 and below, however, constitute a minority of women in the broader retail market; the average body size in Australia today is a size 12.
It is unacceptable for Kookai to present an image which generates a reasonable expectation that average-sized women will be able to purchase garments in their size. It is unacceptable to imply, through their buying policy and the disdainful attitude of their company representatives, that women who are a healthy size 10 and above are too large to fit into the clothes of a chain store with no annunciated speciality in small sizing. Knowing that many of their customers fall into high-risk categories for eating disorders and body image problems, it is unacceptable for Kookai to indirectly promote further insecurities in teenagers and women who do not fit into their very small sizes.
Kookai should either declare their speciality store status and concede they cater only to very small sizes, or alter their policy of only stocking up to a size 2 to include at least one if not more larger sizes.
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