Emma HayesAbout me

I have worked in fashion retail for 35 years, mainly with womenswear and lingerie independents.  During this time I have become fascinated by – and developed considerable expertise in – bodyshape diversity among womenswear consumers.

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What I doMy specialism is advising on fit in fashion retailing for online retailers and e-commerce/IT specialists

Working in the plus-size fashion sector and undertaking more than 20,000 individual apparel fittings over nearly 30 years, I have made a detailed practical study of the interface between bodyshape and fit.

My current role is as a consultant to Rakuten Fits Me – a company that leads the field in fit solutions for fashion e-commerce.
I also write on fashion and bodyshape diversity, give talks to interested bodies, broadcast on BBC radio, and take to social media to campaign for a more inclusive approach on these issues.

I have a BA Honours degree in Design from the University of Brighton.


Womenswear Customer Expert Consultant, Rakuten Fits Me
I am a bodyshape and customer service expert, working with Rakuten Fits Me (a Rakuten company) Рand contributing to the innovation of IT solutions for fashion e-commerce…
  • Bodyshape/fit expertise
  • Strategy
  • Customer service
  • PR
  • Sales
At the same time I am a regular, part-time presenter on BBC local radio.  I write for trade journals on subjects related to fashion and bodyshape – including WWB  and Drapers – and I contribute to online plus-size publications, including Lifesize Magazine.
CEO, Emma Plus Ltd
A leading plus-size designer womenswear boutique in Brighton, Emma Plus was noted for its uncompromising fashion-forward approach – emphasising excellent customer service and perfect fit.  I owned the business for over 20 years, and during this period controlled its buying, customer service and general management.  It provided me with unparalleled hands-on experience of fit and bodyshape.
VIEW Emma Plus testimonials.

BBC Radio
I am a part-time presenter of the early breakfast show on BBC Radio Sussex – and have done this for many years alongside running my own retail and consultancy businesses.

Buyer/Senior Manager, Pandora Plus
I was responsible for the buying, recruitment and everyday management of the plus-size section of this chain of boutiques specialising in larger-size designer womenswear.

Store Manager, Exelle Ltd
I was Store Manager of the flagship outlet for this chain of plus-size designer boutiques.

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Please contact me on emma@AtLastLimited.com or via social media...

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