Monday, September 12, 2011

Sonsi Introduces Fashion Genius Tool!

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This fall, Lane Bryant and sister brands Sonsi, Catherines and Fashion Bug, are launching a breakthrough technology that will make shopping for clothes online a cakewalk for plus size women, because it solves their biggest dilemma: the dreaded FIT issue.  The new online technology is truly revolutionary.  In just 3 minutes, with no measurements required, plus size women will have access to a world of plus size fashions that cater to their unique body shapes and style preferences.  This has never been done before.

It’s taken the biggest names in the plus size fashion industry, a team of mathematicians and computer scientists to finally solve the fit issue for millions of plus size women.


About the Fashion Genius

Lane Bryant and sister brands Sonsi, Catherines and Fashion Bug Introduces the Fashion Genius tool!  Rolling out across Charming Shoppes’ brands, including LaneBryant.com, Catherines.com, FashionBug.com and new online shopping hub, Sonsi.com, Fashion Genius takes the guesswork out of shopping online, enabling plus size women to turn personalized picks into fully styled, head-to-toe outfits that they can shop, save and share with their friends.  According to Jill Hutchison, general manager of Sonsi.com, Charming Shoppes’ award-winning online shopping and social destination, “with Fashion Genius, she can truly achieve her full fashion potential in an online shopping environment that’s designed just for her.  It’s like having your own personal department store delivered to your living room”.  Clothes have personality, they should match yours!  First take their "Fit and Style Survey".  Complete a quick and easy style profile for tops, bottoms or bras and get personalized recommendation right away!  After taking the survey, then you can create outfits to shop, save and share!

With this handy tool, you can browse Sonsi's recommendations of tops, bottoms, dresses, handbags, shoes, intimates and swim wear.  You can create outfits that fit and flatter your body type.  I had 16 questions in the "Tops" survey, 18 questions in the "Bottoms" survey and 20 questions in the "Bras" survey.  Once you get your recommendations you can pick by style, size, color and brand.  How convenient is that?  You can put together as many outfits as you would like.  You can see what other shoppers or expert stylists recommend, just by clickin on the "Outfit tab" in the tool.  If you can't wait to build your own outfit, you can find apparel and accessories from the "Items tab".  After selecting an item on the right of the tool, just click Add to Stage.

I put four outfits together. They are the Halloween Fun, Casual Comfort, Everyday Class and Evening Out.  Three of them are on the top of the page.  Here's the other one.


You can also click on the "Outfit Tab" and you will get the description of the product, along with an option to add it to your shopping cart.  You can build so many awesome outfits with this tool!  It's so easy to use and it's so much fun to see what you can create!  It's a great way to just play around with the huge selection of wardrobes that Sonsi has to offer all of us lovely ladies!  Check to see all the other outfits people have submitted and get creative and share your personal style with the community.

No Two Plus Size Figures are the Same

The proprietary research conducted by Charming Shoppes for its family of plus size retail brands during the Fashion Genius research and development phase reveals that there are as many body shapes as there are plus size women.

When it comes to tops… there is a strong correlation between the way plus size women describe their shape, their weight distribution and what areas they look to conceal: 41 percent carry their weight in their stomach area; 93 percent want to conceal their stomach area, while 63 percent want to conceal their arms; 58 percent have problems with how shirts fit their bust; and 34 percent have issues with fit in the upper arms. 

When it comes to pants… the majority of plus size women have major issues finding pants and jeans that fit, with 55 percent reporting they want to conceal their waists and 46 percent wanting to conceal their hips.  Additional data shows that, when it comes to pants and jeans, plus size women experience a wide range of fit issues: 65 percent report problems with jeans gaping at their waist; 63 percent avoid narrow leg pants and leggings; 52 percent experience fit issues in the waist; and 30 percent experience fit issues in the hips.

When it comes to bras… only 1 in 8 reports that their bra “fits fine.”  Additionally, the proportion of a woman’s breast size to body frame drives many issues in the cup width and placement: 80 percent of plus size women have a problem with how bra bands fit, with the most common issue being band support; 78 percent of plus size women have a problem with how bra cups fit, with the most common issues being top and side spilling.

The technology behind Fashion Genius is so sophisticated that it is literally a game changer for women who shop online.  The magic behind the scenes, our advanced fit algorithm, now makes it possible for millions of plus size women to shop with confidence.  And the best part is, it’s simple, fast and accurate.


Fashion Genius comes on the heels of the Charming Shoppes’ recent shopping upgrades, including the universal shopping cart - which connects the brands Lane Bryant, Catherines, Fashion Bug, Cacique, Loop 18 and Sonsi’s assortment of over 380 brands.  In a move designed to offer even more convenience to its customers, women now have the option to have any order, with any combination of brands, shipped to any of the Lane Bryant, Fashion Bug or Catherines nearly 2,000 nationwide store locations for pickup.  Women save time shopping a vast selection of merchandise with a single checkout and save money: the ship-to-store option is free.

“Fashion Genius fills a void in a market that serves 60 percent of American women, yet only accounts for 17 percent of the total apparel market share".  “This technology breakthrough continues Lane Bryant’s 100-year tradition of innovation in serving the individual needs of plus size women.”


Go visit Soni.com and have a little fun and create an outfit with the Fashion Genius Tool!

About Sonsi

Launched in June 2010, Sonsi offers one of the largest online assortments of plus-size women’s apparel, accessories and more, specifically for women size 12 and up.  Recently named Best Plus Multibrand Retailer in About.com’s 2011 Readers Choice Awards, Sonsi  brings women notable brands in a variety of styles and price points such as Sydney’s Closet, Kiyonna, Lane Bryant, alight, Catherines, Fashion Bug, Sealed With A Kiss Designs, Cacique, IGIGI by Yuliya Raquel and many more.  Celebrating its first anniversary, in June 2011 Sonsi introduced Style Your Way, a new outfitting tool which lets full figured women create, share and shop for outfits from the site’s more than 380 brands in one convenient shopping destination.  SonsiLiving, the social side of Sonsi, is an online social community where women can stay informed with expert information and advice covering topics such as fashion, beauty, health, relationships and more.  Sonsi, Inc. is a wholly owned subsidiary of Charming Shoppes, Inc.

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"This post was made possible by Mom Spark Media. The opinions expressed are my own and were NOT influenced in any way. I was compensated with a $50.00 Gift Card to Sonsi."

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