Why we need more Plus Size Clothing Brands
Posted on January 09 2019
"Don’t wear bright colors”
“Don’t wear horizontal stripes”
“Stay away from bodycon”
If you’re someone who has been wearing the so called “plus sizes” of clothing brands, then you’re probably tired of hearing the above statements. For decades, curvier women have been told to literally hide their size, just because they don’t fall under the previously accepted but completely baseless norm of a petite or a missy size. They always had “rules” while choosing clothes; ones that made sure they always appeared slim.
But today fortunately, we have all evolved to an era where it is safe to say that all the previously believed rules imposable on curvier women are completely out-dated and even laughable at this point. Brands that used to have an alienated separate collection for bigger women have now come to realize that it is time to remove the wall that separates the sizes 14 and up from the rest of their sizes.
And this is not just because of the encouraging concept of inclusivity, but also because it is always the plus size clothing that save the brands in terms of their revenue and sales. According to a recent market study, it was found that the average American woman is more likely to be a size 14 or 16 rather than a size 2 or 3. Hence, it would be wiser on the part of the brands to include more pieces in the plus sizes and make them a part of their regular list of size orders.
What this also implies is the fact that we need more clothing brands that specifically cater to the plus sizes that begin from 14 for some and 16 for some others. As more women are becoming comfortable with who they are and what they look like, there is not only a need but also a stark bankable opportunity for clothing brands to make some solid bucks with plus size clothing.
One of the biggest influencing factors that played an important role in leading to the acceptance or the consideration of plus size women as “normal” was the social media. Needless to say, it is through Instagram mainly, along with YouTube and Facebook that the idea of bigger sizes actually being mainstream was widely popularized. Courageous fashion influencers like supermodel Ashley Graham, burgeoning makeup expert Nabela Noor and fashion designer Adrianna Papell, strongly voiced their opinions and made the voices of a million plus size women all over the word resoundingly heard. The mountains that stood in the way of freedom in plus size fashion were moved and now we are at standing at the crossroads of venturing in to varieties of plus size clothing.
For example, Sarah Conley, a popular fashion blogger and expert in plus size fashion, once organized a response spree on Instagram that encouraged all women regardless of their shapes and sizes to share photos of themselves wearing a crop top, with the hashtag #RockTheCrop. It was done in response to an article on Oprah magazine that said that women should only wear crop tops if they have a flat stomach.
Similarly, there have been many movements and YouTube series that talked about inclusivity and how plus size fashion ought to be more free and less imposed. And quite clearly, all of these posts and videos have made a huge impact on the way bigger women feel about themselves, so much so that the larger margin of American women is now unafraid of bodyshamers and is ready to go crazy with their new found freedom.
Now what kind of an investor would not want to fish in this booming ocean of a market?
Even in terms of numbers, the growth curve is faced upwards and has been so since the past few years. A number of popular brands like JC Penney and Torrid had launched larger sizes of their outfits in the last year in an attempt to tap in to the flourishing market. For the same reason, the sales figures in plus size clothing as a whole have doubled over the last five years according to several studies, more so because of the increase in the number of teens who have been purchasing the same. With more options to choose from, bigger women no longer need to sacrifice wearing new trends that are seen on the runways.
Moreover, the NPD also found that the sale of plus size fashion in the US grew by about 3% to $20.4 billion a few years back. This only means one thing; it is time to fuse the size racks and make bigger sizes mainstream. Also, it is time to take full advantage of the large market that is waiting to explore the depths of fashion.
If you’re part of that market, then you know what to do. Set out with your shopping bag and don’t be afraid to explore the bikini collections.