ELOQUII is back! The trend-driven contemporary apparel brand for women sizes 14-24 will relaunch under new, independent ownership with key members of the company’s original executive and design teams.
The new ELOQUII launched on February 20, 2014 as an e-commerce site designed for the fashion-savvy consumer shopping for trend-right styles from the runway.
In its first iteration under The Limited, ELOQUII became a successful plus-size fashion brand with a loyal and vocal consumer audience. Despite early success and rapid month after month growth since the 2011 launch, The Limited closed the division in early 2013 as a result of corporate restructuring.
The company did not foresee what would happen next: dozens of influential fashion bloggers and loyal customers took to digital and social media to express their loss of a favorite fashion resource, demanding ELOQUII’s return.
Encouraged by the loyalty of the consumer base, the original team connected with Founding Investor John Auerbach to explain the vision of rebuilding ELOQUII. The plan was to relaunch as an independently owned brand with members of the original team, each of whom had left The Limited in order to join the new ELOQUII and successfully reach this under served consumer segment: women age 20-40, size 14-24.
In ELOQUII, Auerbach saw an investment opportunity that included an intact, passionate group of executives, a visionary designer and a highly engaged and sophisticated consumer base. The new executive team includes Jodi Arnold, now creative director, Steve Zawada, who has been named chief operating officer, Julie Carnevale, now vice president of merchandising, Minty Zhou, director of technical design, and Duffy Sweeney, who will serve as vice president of technology. The team also has an ownership stake in the brand.
New to ELOQUII is Mariah Chase, who joins as Chief Executive Officer. Chase will be based in New York City along with Arnold and her design team. Merchandising, finance, operations and distribution will be run out of Columbus, Ohio.
“Our goal for ELOQUII is to be the leader in fashion, sizes 14-24,” states Chase. “We’ve listened to what customers thought about the brand prior to closing, and took this knowledge to build an improved experience that delivers an on-trend and price-conscious brand for a consumer who quite frankly hasn’t had the fashion options she should.”
“We want consumers to see ELOQUII as their go-to destination for style inspiration,” explains Jodi Arnold. “Most designer, contemporary, and fast-fashion brands do not offer our size range, and what IS offered is missing the mark in our opinion. Our girl knows all the emerging trends, she just wants them to be executed tastefully, in her size and more importantly, readily available.”
Chase describes ELOQUII.com as a “social and customer driven shopping experience anchored by must-have fashion.” Among other interactive social features, customers will be able to tag images of themselves wearing ELOQUII with the #XOQ hashtag. These images will populate the website and showcase the ways customers are wearing and styling the product. Additional social shopping features will debut with the brand’s loyalty program, slated to roll out soon after launch.
New product with limited availability will debut every two to three weeks. ELOQUII will offer on-trend product including tops and sweaters, dresses and skirts, pants and denim, jackets, outerwear and accessories, with prices ranging from $18 – $198. The early Spring 2014 collection will kick off the brand’s debut offering, available exclusively on www.ELOQUII.com.
– Christine Shepherd
Images and info via Laforce & Stevens