The plus size clothing market represents a major growth opportunity for clothing brands. With rising obesity rates and changing attitudes towards body positivity, there is increasing demand from plus size customers for fashionable and well-fitting clothing options. However, many brands have been slow to respond to this demand. Brands that make strategic investments to serve the plus size market stand to reap significant rewards.
To successfully capture the plus size market, brands need to make investments in several key areas. Firstly, they need to expand their size ranges, ensuring their clothing is cut and fitted properly for curvier figures. They also need to ensure their stores, changing rooms and websites are inclusive. Brands should also invest in market research to truly understand plus size customers’ needs and preferences when it comes to style, fit and shopping experiences.
Targeted collections, campaigns and marketing to reach plus size customers are also strategic moves, helping to build brand loyalty. Supply chain investments may be needed to source specialist fabrics with enough stretch and recovery. Overall, brands that authentically embrace body diversity rather than treat it as an afterthought are more likely to flourish in the plus size clothing market.
Expanding size ranges with proper fit for plus size bodies is crucial
For brands to genuinely increase their share of the plus size market, simply adding a few token extended sizes is not enough. An expansive range of sizes is needed, spanning multiple categories of clothing, to cater to the diversity of larger bodies. This requires investment to pattern and sample properly across a spectrum of shapes. Understanding that plus size bodies have different proportions in areas like waist-to-hip ratios or arm circumference is key. Besides expanding the size range numerically, getting that added sizing properly fitted is also essential. Brands should take the time to fit test on actual plus size individuals, making adjustments accordingly. This will increase the chance of great style, comfort and flattering silhouettes for the customer, in turn driving repeat business.
Inclusive retail environments make plus size customers feel welcome
Brands need to look beyond just the product offering itself to create retail environments where plus size shoppers feel genuinely welcomed and represented. This means an investment in updated store fixtures, changing rooms and seating to accommodating for a diversity of bodies. Staff also need proper training on serving plus size customers with sensitivity and respect. Updated brand imagery including plus size models across stores, websites and marketing materials also fosters inclusivity and demonstrates a real commitment to courting the plus size market long-term. Making these investments in inclusive spaces demonstrates care for the plus size community and their shopping experience with the brand from discovery through purchase and beyond.
Understand plus size customer preferences through research
Rather than making assumptions about what plus size consumers want from clothing brands, prudent investment should be made in customer research. This includes focus groups, surveys and analysis of shopping preferences. For example, research may identify key differences in preferred colors, silhouettes, patterns, fabrics, coverage needs and price sensitivity compared to straight size offerings. Keeping a finger on the pulse through continual research allows brands to respond faster to emerging plus size trends. It also helps ensures product and marketing resonates more deeply, leading to greater success in attracting the target demographic.
Marketing and collections tailored specifically for plus customers
Making dedicated investments in targeted collections and campaigns specifically geared towards plus size customers is an opportunity waiting to be seized for clothing brands. This includes separate plus size look books, website landing pages and sections showcasing complementary styling and lifestyle imagery their customers can relate to. Developing ‘plus-specific’ collections focusing on known needs like comfortably stretchy waistbands or smoothing fabrics show the brand is ‘in tune’ with the market. Similarly, strategic collaborations with prominent plus influencers helps reach new audiences. Overall, plus size customers want to see their interests and requirements understood. So investing in that customized content and creating a welcoming vibe for them to engage with the brand is savvy.
Supply chain changes to source specialist plus fabrics
Successfully expanding into plus sizes often necessitates brands investing back down the supply chain as well. This includes working with mills and fabric suppliers to source specialist textiles with enough weight, structure, stretch and recovery to flatter larger frames. Finding supple fabrics providing ease through wider thighs without losing shape can require some research and development. Plus size product may also benefit from more reinforcement and internal structuring for support and durability. By investing to understand plus size design constraints and sourcing solutions for them, brands create the foundations to scaffold expanded offerings.
The plus size apparel market represents major potential for clothing brands. But successfully capturing this opportunity requires strategic investments in multiple areas – from extended sizing through to inclusive environments, customer-focused marketing and specialist supply chains. Brands embracing plus size customers today with care, understanding and well-fitting product stand to benefit from loyalty stemming from a demographic that continues to grow in prominence.