They did better. The public relations staff at Theory at the time was looking for new ways to reach the company's core customer, described by spokeswoman Melissa Gellman as "incredibly intelligent and evolved."
"We got the prologue and first chapter and we called and said, 'Keep sending us chapters,' " Gellman says. "We thought it was the funniest book we'd ever read, and it was so about one incarnation of the Theory woman."
"We're doing like a five- or six-city tour," says Wendy Shanker, author of "The Fat Girl's Guide to Life," of the dual book tour-Macy's plus-size fashion show, which arrives at Arlington at 2 p.m. today.
(Helayne Seidman For The Washington Post)
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When the rest of the book arrived, Theory decided that it would bankroll a series of parties for Pace at stores in different cities, paying her transportation costs and underwriting the invitations, liquor and hors d'oeuvres. The first was last month in the company's flagship boutique on the Upper West Side, where a crowd of extremely thin women, and a few thin men, sipped wine and nibbled on shrimp garnished with a tangerine glaze and sea salt. There wasn't a reading, or even a presentation. Everyone just stood around chatting, surrounded by collarless cotton shirts ($195) and cashmere cardigans ($250).
"The second I sold my book, all I heard was people telling me that it was almost impossible for a first-time writer to get PR," says Pace. "Theory put pictures of the book on a few Web sites, and they invited a whole lot of people I didn't know to these parties. It was a great experience."
For retailers, the association with writers makes them seem like a patron of the arts, and ideally, it sells stuff, too. When Macy's signed up Wendy Shanker, it was relaunching its clothing line for plus-size women, now called Her.
"It's to drive traffic to the store," says Deanna Williams, a Macy's spokeswoman, who says the chain sponsors about 10 book-related events a year. "If you're a fan of Wendy's but not a Macy's shopper, maybe you come."
On Thursday, few in the audience seemed to know Shanker. A representative from Macy's explained at the outset that anyone who bought $50 worth of merchandise would get a free copy of "The Fat Girl's Guide to Life." This brought on a lot of blank stares that said, "Book? Who said anything about a book?" Nearly every person there was an ample, middle-aged woman who said she'd come to get a look at some clothing that would fit her. But many warmed to Shanker, and her message, right away.
"Don't buy aspirational clothes," Shanker suggested during a brief introduction that included advice on how heavy women should buy clothes. "Don't buy something that is too small and then hang it on your fridge thinking, 'Maybe I won't eat that snack if I see that dress.' "
There were a lot of amen nods from the assembled. The models at this event were all plus-size themselves and they were greeted with applause every time they sashayed down the catwalk.
"She's smiling!" shouted Shanker into the mike, as a model named Brie showed off what was described as "a flirty top and cha-cha heels."
"And she's not anorexic!" chimed a lady in the crowd.
