Historically plus-size clothes for women have always had a basic, plain and conservative look restricted to dark colours with no patterns. But over the last few years plus-size clothing is getting a fashionable twist with retailers and designers alike rolling out new plus-size lines revolutionising the segment, which had somehow remained marginalized in terms of fashion. Now even the fast fashion retailers have joined in as the market size swells to US $ 18 billion.
In 1985, the average woman in the US wore a size 8, but today she wears a size 14. According to the US Government, more than 100 million Americans, i.e. more than 64 per cent of females, are overweight. This has fuelled growth for the plus-size apparel market that represents almost 16 per cent of the US $ 116 women’s apparel business, and has seen a 5 per cent surge in the past year. “There is big, healthy money in the plus-size apparel market for women and retailers and even designers are now viewing this area as a growth opportunity, resulting in more plus-sized choices in store,” says Marshal Cohen of NPD.
Now, tapping on growing market segment are fast fashion brands such as H&M, Forever 21, Wet Seal and Mango who have recently introduced new plus-size collections. With specialist plus-size retailers such as Lane Bryant, Evans, Modcloth, Eloquii, etc. and others such as Old Navy, Next, Promod, Calvin Klein, Tommy Hilfiger, Michael Kors, Vince Camuto, Ralph Lauren, ASOS, Macy’s, etc. this segment is getting a new fashion dimension. Recently, George at ASDA also launched the cheapest plus-size clothing assortment for women after customers complained that they struggle to find fashionable and affordable clothes in larger sizes. According to retail experts the move means that plus-size fashion is becoming main stream rather than a niche offering. Helen Low, Head of Design at George states, “We have used our expertise to really work with garments that are cut perfectly, so the look and fit of these pieces means that our shoppers never have to compromise on style.”
Much of the growth in this segment has come from the web, which has given women who wear plus-size clothing far more shopping options than have existed in the past. Recently, online retailer ModCloth doubled the size of its plus business since June 2013, as it is also the company’s fastest-growing segment. Eloquii, a plus-size brand introduced by The Limited in 2011 but discontinued last year, was recently resurrected by some of its executives as an online only brand. Also, Hot Topic’s plus-size chain Torrid has been expanding, and Lane Bryant is reportedly collaborating with designers who haven’t previously been known for clothes in the plus-size category. Further, Actress Melissa McCarthy recently introduced her own plus-size fashion line called Pearl.
Few Interesting Facts
Plus-sized women’s clothing generally defined as a size 14 and up, is a growing billion dollar business.
According to NPD Group, the sales of plus-size clothing increased 23 per cent for 18-24 years old and 11 per cent for 25-34 years old.
Less than 15 per cent of brands offer sizes larger than 12, yet 72 per cent of women wear sizes 12 and above – with size 14 being the US average. Furthermore, 57 per cent of US women wear at least some clothing in sizes 16 and above.
The plus-size consumer accounts for 67 per cent of the apparel purchasing population and as plus-size apparel offerings become stronger, women will spend more.
The emergence of various plus-size only retailers points to the fact that the plus-size clothing industry is coming out of a rough patch. Two years ago, Saks Fifth Avenue stopped offering plus-size clothes, whereas plus-size brands such as Ashley Stewart and Avenue had filed for bankruptcy. “A decade ago, plus-size was hot, and it was hot for capital investment. Then the economy dipped, and many plus-size brands went under,” reveals Marshal. But today, the plus-size clothing market continues to be a significant part of the overall apparel market, so catering to plus-size shoppers can provide retailers with a competitive edge, by helping to generate interest from a new shopper base and capture a greater share of the plus-sized consumer’s wallet.
Meanwhile, the pervasive stereotypes associated with the notion that larger women don’t want to dress fashionably have been discarded resulting in a downward movement of those apparel retailers who have failed to cope with the changing fashion demands. Today, women in sizes 12 to 26 want what all consumers want: good quality clothing, a fashionable range of options, compelling prices and a contemporary store environment. So in an era where the overall apparel market is experiencing modest gains at best and retailers are saying they have to find new ways to grow, plus-size apparel should be an irresistible market to tap.
Plus-size fashion trends 2014
Plus-size fashion is no longer restricted to plain and dark T-shirts. Today, women have options to choose from crop tops, lace dresses, wrap skirts, jacquard blanket coats, shirt dress, patchwork denim skirts, faux fur jackets, flare skirts, peplum tops, tartan play dresses, boxy T-shirts in plaid check, tartan plaid leggings, printed tops, asymmetrical dresses, geo-print jumpers, pencil skirts, faux leather zipped flounce skirts and marble print dresses. These latest fashion trends come in prints such as rustic blanket with chambray accents, Aztec, graphic prints and plaid patterns such as crunchy leaves.
