STORES Magazine - April 2018 - 16
by JANET GROEBER
ariah Chase is CEO of ELOQUII, a fast-fashion go-to for trend-savvy women in sizes 14 to 28.
Privately held ELOQUII offers everything from dresses, tops and bottoms to outerwear and
swimwear, along with accessories and wide-width footwear. In addition to its website, select
items can be found at Rent the Runway.
Eloquii was originally launched by The Limited in
late 2011 (the name is a mashup of "eloquent" and
"soliloquy") and was shut down in 2013 when the
Columbus, Ohio-based retailer returned focus to its
core business. The closing created an outcry among
Eloquii customers, whose fashion options are often
limited. A handful of former Eloquii employees
mobilized and months later, Chase was recruited
to lead a rebirth; she has spearheaded the brand's
emergence - rebooted as ELOQUII - as a leader in
Strategies include capitalizing on digital and
social media to engage with customers, including
the #XOQ hashtag, which allows customers to
share their Instagram posts with the company
and potentially be featured on its website. There,
visitors find no trace of body-shaming terms - zero
reference to "flattering" garments or items that cover
"problem" areas. The only language the site speaks
is fashion trends, which is intentional considering
the average American woman wears between a size
16 and 18, though the majority of women's fashion
brands nominally serve the growing demographic.
Chase was previously co-founder of Send the Trend,
an ecommerce site for fashion accessories and prestige
beauty that was acquired by QVC in 2012. Prior
to that, she was president of Kara Ross New York,
a luxury accessories company, and senior vice
president of fashion at Designers Management
Agency, where she was responsible for
licensing, business development and partnership
opportunities for Fortune 1,000 companies.
Tell us about ELOQUII's beginnings and your
involvement in the re-launch.
The decision process to re-launch as ELOQUII
was twofold - a few of the original team members
were really passionate about the customer
and recognized a potentially bigger business
opportunity than what The Limited had gone
Second, with the announcement of the original
[brand] closing, the customer outrage and demand
was palpable. She, the customer, rightfully
wanted more options and was upset that a brand
which she'd supported and given her loyalty had
disappointed her. I was recruited - along with a
few others - to join the original team members.
We all saw the opportunity and wanted to serve
this customer in a new way and for the long term.
Long Island City, N.Y., and
STORES April 2018