With the rise of the plus size clothing market in recent years, investing in online plus size clothing stores in the USA has become an attractive e-commerce opportunity. The plus size apparel market reached over $27 billion in 2021 and is projected to grow steadily as body positivity and demand for extended sizing increases. However, the plus size online space remains underserved. This creates openings for digital-first brands catering to the diverse needs of plus size consumers. When assessing investments in this sector, key factors to evaluate include supply chain management, user experience, marketing, and brand values around size inclusivity and body positivity. Strong contenders combine empathy, style, and technical execution to stand out. Though launching any fashion e-commerce venture carries risks, the plus size online apparel market contains significant upside for those who can thoughtfully serve this customer base.
The Plus Size Clothing Market Has Seen Notable Growth in Recent Years
The plus size clothing market, generally defined as sizes 14 and up, has expanded steadily over the past decade. In the United States, over 67% of women wear a size 14 or larger. The average clothing size is around 16 to 18. With broader cultural shifts towards body acceptance and recognition of diverse beauty standards, demand has grown for extended sizing and brands that celebrate all bodies. This translates to real market potential – the global plus size clothing market was valued at over $460 billion in 2020. In the US specifically, the plus size apparel market reached $27 billion in 2021, up from just $17 billion in 2012. Thus, plus size is now one of the fastest growing segments within the broader fashion industry. Analysts predict the global plus size clothing market will continue moderate but steady growth of 5-6% annually over the next 5 years. So there are clear opportunities for brands serving this audience amidst the overall expansion of plus size fashion.
However, The Plus Size Online Retail Experience Continues to Lag Behind Straight Sizes
Despite the clear market opportunities, plus size customers remain underserved, especially when shopping online. Many brands still limit their size ranges, offer a narrow selection of plus styles, and conduct e-commerce in ways that feel exclusionary for many plus size shoppers. For instance, brands showcasing straight sizes on their home pages but relegating plus to a separate section of the site is a common complaint. Out-of-date fit recommendations and narrow beauty standards also persist. This leaves ample room for brands focused squarely on the plus size e-commerce experience. In surveys, plus size consumers report feeling more satisfied when brands include diverse models, offer detailed size guides, provide styling advice for different body shapes, allow user reviews, and accept returns/exchanges easily. Brands embracing the full spectrum of feminine beauty and implementing inclusive digital retail practices tailored to plus shoppers stand out strongly in this market.
Key Factors to Evaluate When Investing in Plus Size Online Fashion Ventures
Launching a new plus size fashion brand for the digital space carries the normal risks and challenges faced by any e-commerce venture. However, some additional factors investors should evaluate when assessing businesses specifically targeting the plus size market include:
– Technical execution of fit – Getting sizes and proportions right is crucial; investing in fit technologies like 3D body scanning is advised.
– Supply chain management – Fluctuating costs of extended sizing materials must be accounted for, as well as responsibilities around ethical manufacturing and production.
– Marketing strategy – Brand messaging around body positivity, diversity, and inclusion will resonate more than generic fashion imagery.
– User experience – Mobile-first, intuitive, inclusive design tailored to plus shoppers’ needs is required to stand out.
– Price positioning – Value perception among plus shoppers varies; balance between quality and cost is key.
– Founders’ credentials – Lived experience in the plus community is beneficial when building authentic brands in this space.
With solid execution across these dimensions, plus focused online fashion brands can leverage this growing retail segment for e-commerce success.
In Summary, The Plus Size Online Market Presents Strong Investment Opportunities Despite Its Challenges
The plus size fashion industry is demonstrating consistent market growth, signalling opportunities for digital-first brands catering to this customer base. However, realizing success in this space requires skillful navigation of the unique needs of plus size consumers, from technical garment construction to body positive brand identities to thoughtfully inclusive online shopping experiences. The brands best positioned to tap into this market combine empathy, style, and digital commerce acumen, rather than treating plus as an afterthought. While any new fashion venture carries risks, the plus size opportunity remains compelling. As more brands design specifically for the plus size shopper, they collectively help provide greater choices, empowerment and joy for millions of women.
The plus size online fashion market provides clear investment opportunities given rising consumer demand and historical underservice of this segment. Successful brands combine technical excellence in fit, ethical and scalable production, targeted marketing, and inclusive digital retail practices purpose-built for the values and preferences of plus size shoppers.