Debenhams, a UK fashion company, has recently released plus size mannequins, an extension of the company’s efforts to promote non-traditional models. This isn’t the first time the company has been in the news for this reason: its April 2013 ad campaign featured women of all walks of life, including amputees, plus size women and older women. In fact, the company credits itself as being “the first high street retailer in the UK to promote its latest fashion collections by using models in a diverse variety of ages, sizes and looks.” Catering to all women increases Debenham’s market size, brings it publicity and engenders an positive affective response in many people—all of which should help increase its consumer base and thus its revenues.

Why then, aren’t all companies following in Debenham’s footsteps? Perhaps these companies prioritize exclusivity, as demonstrated by Abercrombie & Fitch CEO Mark Jeffries’ statement: “A lot of people don’t belong [in our clothes], and they can’t belong. Are we exclusionary? Absolutely.” Which came under scrutiny last spring.

Or perhaps they are just slow to change their ways—as Mingchi asks in her blog on the pasta company Barilla’s derogatory comments toward gay people, “Is it more important for a company to stay true to its own values, offensive as they are in the eyes of many groups, or should they focus on gaining the approval of the general public?” It seems Abercrombie & Fitch have decided to add plus sizes in an effort to quell the backlash against them. Will the rest of the fashion industry eventually follow suit? Or will companies offering plus sizes forever be in the minority?