Samenvatting

The research in this assignment focuses on Baloe Mode, a Groningen based fashion store, and on Plus size women. First, the current corporate identity of Baloe Mode is analysed by looking at their behaviour, symbolism and communication. This reveals the personality of the plus size fashion store and the values that it wants to portray. The second analysis looks at plus size women. This group looks for attributes in a fashion store, attaches benefits to these attributes and this reveals the values of these women. The values of both parties form the foundation for the advice. The advice is a
concept that Baloe Mode can implement to close the gap between the fashion store and plus size women. This advice can help Baloe Mode to align her values with those of plus size women. The advice contains five guidelines for Baloe Mode on how to translate her values to those of the plus size women: (1) Easy accessible & Affection with plus size women: emphasize this affection by having plus size
personnel. (2) Fashionable & Diversity: offering diversity makes plus size women feel as if they have as much choice as 'regular sized' women. Diversity can be communicated in the symbols and appearance of the store, as well as by better exposing the various products the store has to offer. (3) Exclusive & Quality clothes: too much exclusivity tends to feel uncomfortable for plus size women. But Baloe Mode can emphasize the quality of the clothes she sells. (4) Product know-how: Personnel has an important role in advising the customer in the purchase of clothes. Baloe Mode has qualified personnel that can also give a colour advice to the women. Know-how about the collection shows that personnel is qualified and has knowledge about plus size women. (5) Unique in Groningen & Convenience: large dressing rooms, good return policies and the combination of a visit to Baloe Mode and some other activity means convenience for plus size women.