JustFab fall campaign image

JustFab’s fall focus has it expanding its sizing in hopes of catering to more customers.

The El Segundo, Calif.-based online brand, part of the recently renamed TechStyle Fashion Group, on Sept. 1 expands its offering.

JustFab sizes will now range from XS to 3X and 24 to 34, plus 16W to 24W. The company’s sizing previously went up to XXL. Plus size will not be broken out into its own separate collection or exist under a separate brand name. Rather, the company wanted to focus on offering the same styles across all sizes.

“There’s an old-school mentality that plus-size girls can’t wear a miniskirt or short sleeves…and they have to have different styles than a regular-size girl and it’s just not the case,” said Traci Inglis, chief marketing officer for the fast-fashion division of TechStyle. “It’s blowing away those traditional notions of having unique styles specifically for someone who wears a larger size.”

JustFab tested the waters with expanded sizing in the summer to pilot the idea and gauge consumer interest. The company already knew that about one-third of its customer base was plus size, thus making the adoption rate a successful one, Inglis pointed out.

“It’s a no-brainer for us to add it as a natural extension,” she said.

About 85 percent of the JustFab styles will be available in the extended sizing and prices will stay consistent with the existing pricing. That is, for example, dresses around $29.95, denim at $39.95 and some outerwear pieces around $45.99.

The extended sizes launch will be followed by a campaign kicking off Sept. 15 focused on the company’s sizing called #FabForAll. The campaign will consist of digital, social, print and TV spots.

Expanding into plus size certainly isn’t new, but JustFab executives think the company’s technology core will help give it a competitive advantage in the market from others in the space, such as Torrid and Ashley Stewart.

“Because of our data and our technology platform, we have the ability to predict with 95 percent accuracy what our monthly sales are going to be in terms of our inventory levels, which enables us to reduce some of our overhead costs,” Inglis said. “We’re able to take that bottom-line savings and pass that on to our members. We’re able to offer the quality she’s expecting when she’s shopping in the mall but at a reduced price.”

TechStyle currently has 4 million VIP members across its brand portfolio, which also counts Fabletics, ShoeDazzle and FabKids. Its database of those who have taken its style quiz is much larger at more than 40 million.

The company, launched in 2010, is on pace to reach more than $650 million in revenue by year’s end.