For years, women’s shopping experiences have been separated by sizes. While women size 10 and under have a wide range of stores to choose from because of their smaller frame, women categorized as “plus-sized” are limited to plus-size sections or stores such as Lane Bryant.

The popular online store, Modcloth, banished segregation between shoppers, dropping the plus-size category from its menu. It has added extended sizes in all its styles, uniting shopping experiences for all women. The term “extended sizes” includes any size beyond the standard range, such as XXS, petites, tall and plus size.

Jenna Cullen, executive board member for Iowa State’s fashion club Moda, shared her thoughts on what she considers a smart business move.

“By eliminating the term and category ‘plus’ and offering extended sizes, they have attracted more customers and made their current plus-size customers confident and happy,” Cullen said.

Modcloth is not the only store taking a stand against the “plus.”

“There are some companies that are replacing size numbers with empowering and positive words,” Cullen said. “Manifesta is an athletic wear company that offers comfy clothes for curvy women. Instead of using numbers for their sizes, they use names of flowers to reduce anxiety when shopping for larger sizes. I think this is a great way to get rid of the term plus and help women feel comfortable when shopping.”

The fashion industry is fighting against society’s norms, uniting shopping experiences for the petite size 0 and curvy size 14.

“I believe that shopping categories should be defined by types of clothing rather than body types,” Cullen said. “No one should feel ashamed about their body type and shouldn’t have to shop a completely different category of clothing to get their size.”

More stores are conforming to sizing similar to Modcloth’s. By dropping the term “plus,” stores are uniting shopping experiences for every body type.