Why is the fashion industry ignoring the plus-size market?
In 1985, the average woman in the US wore a size 8. Today, she wears a 14 — the number that usually marks the dividing line between standard and plus-size fashion. In the United States alone plus-size clothing is now a $17.5 billion market, but it remains one of the most underserved segments of the fashion industry. Plus-size departments are often small spaces hidden at the back of stores; styles are limited, less adventurous and off-trend. Plus-size fashion rarely appears in advertisements or shop windows. Luxury fashion is particularly allergic, with many designers manufacturing their products only in small sizes. Why is the fashion industry ignoring the plus-size market?
Fashion e-tailers Navabi and Eloquii are tapping online communities of plus-size consumers to enter one of fashion’s most underserved markets, worth $17.5 billion in the US alone.
How the Italian label, part of the Max Mara Group, became the first — and only — brand to put ‘plus-size’ and ‘luxury’ under one roof.
Fashion is making significant strides toward more diverse industry ideals of beauty, says Ivan Bart, president of IMG Models.
The fashion industry is ignoring plus-size consumers out of old-fashioned elitism, but digital media is shaking things up, says blogger and Marie Claire columnist Nicolette Mason.
Adding clothing in a size 16 and above has boosted my business and is now its fastest growing category — other fashion brands should follow suit, advises Susan Koger. co-founder of ModCloth.
More mainstream retailers are selling clothes in a wide range of sizes, but plus-size fashion remains an under-serviced sector with huge opportunities for growth, says Tamara Sender of market research firm Mintel.
The issue is not Plus Size, it is an industry committed to clothes for IT girls who represent 2% of women in the world.
By Lisa Hart, New York City, United States