Size-Inclusive Movement - The Growth Of Plus Size Brands

The body positivity movement has gained significant momentum over the past decade. The fashion runways today look very different compared to a decade ago, with more diversity in both the models and the clothing.

We are seeing increased representation of various body types on the catwalks and in retail stores, but this is just the beginning of a much-needed transformation. The fashion industry must continue its efforts to become more diverse and size-inclusive.

The demand for brands to cater to the plus-size population has surged, largely due to advocacy from activists pushing for the recognition and mainstream acceptance of curvier body types. This cultural shift has forced brand manufacturers to catch up and meet the growing needs of the plus-size shopper.

This change is long overdue, and it is certainly welcome. The average dress size for women in Australia is between 14 and 16, while in the USA, it's typically between 16 and 18, and in the UK, it's also size 16 and above. However, only a handful of brands currently cater to these sizes. The fashion industry has long been criticised for predominantly focusing on slim, petite women.

Given that most women don’t resemble the models we see on catwalks and are much curvier than magazine covers often portray, retailers are finally realising the massive potential of the plus-size market.

The plus-size market was valued at $9.8 billion in 2020, with an average annual growth of 0.2% from 2015 to 2020. Retailers are now recognising the lucrative potential of this segment and are investing the time and resources required to develop plus-size collections.

Plus-size shoppers are more discerning than ever and are no longer interested in drab, oversized clothing. They don't want to be confined to ‘plus-size stores’ with limited style options. Retailers such as American Eagle, along with department stores like Nordstrom, JCPenney, Target, and Macy’s, have begun introducing larger sizes in their apparel lines, acknowledging the change in consumer attitudes.

However, challenges persist for the plus-size market, stemming from the fashion industry’s historical failure to be size-inclusive. One of the main obstacles is the lack of size standardisation across the industry.

Many brands remain hesitant to delve into the plus-size market due to the higher production costs associated with larger sizes. Bigger clothing items require more raw materials and, at times, more labour, leading to higher manufacturing, inventory, shipping, and storage costs.

This can make it difficult for retailers to price these products competitively while maintaining profit margins, without customers feeling as though they are being subjected to a ‘fat tax’.

Although the plus-size market is substantial, only a small percentage of retailers have successfully created high-quality, fashionable clothing lines that appeal to these shoppers.

To build a successful plus-size strategy, retailers must first invest in research and development to better understand their target demographic. They need to develop a deep understanding of what fits curvier body types, as these body shapes are more defined compared to typical straight, A-line shapes.

This requires re-training ateliers and design teams to grasp the nuances of plus-size fashion, ensuring they can create high-quality garments that meet customer expectations.

To successfully launch a plus-size collection, brands must rethink their entire approach. One reason why plus-size collections often fail is because they are marketed differently from other collections.

Retailers need to dedicate the same level of attention to their plus-size ranges as they do to their mainstream clothing lines. Plus-size collections should also occupy the same retail space as other sizes.

Brands like Kohl’s and Universal Standard are shifting the narrative by treating plus-size clothing with the same care and consideration as their regular-sized collections, offering the same patterns, colour palettes, and styles.

In-store, retailers like Target, Nordstrom, and Old Navy are diversifying mannequin sizes to reflect a wider range of body types, a move that is crucial for fostering inclusivity and making plus-size customers feel like they belong in the fashion community.

Brands like J.Crew and Loft are keeping their customers updated via newsletters, informing them about the wide range of sizes available in-store.

Others are creating dedicated landing pages for their plus-size collections. Labels like Eloquii, Girlfriend Collective, and Savage X Fenty are leading the charge, highlighting the importance of the size-inclusive movement and setting a precedent for other brands to follow.

While many high-end design houses have continued to avoid embracing size inclusivity, more retailers are coming on board to develop high-quality, size-inclusive clothing lines.

The plus-size demographic spends an astonishing $46 billion on apparel every year, and manufacturers are finally recognising this enormous opportunity.

With continued pressure from activists, consumers, and the growing demand for inclusivity, we hope to see even more retailers and designers embracing the size-inclusive movement in the near future.

Conclusion

The fashion industry’s approach to size inclusivity is shifting, and the growing demand for plus-size clothing is paving the way for more diverse and body-positive fashion.

As retailers and designers continue to innovate and rethink their strategies, it’s clear that the plus-size movement is not just a trend but a lasting transformation in the fashion landscape.

By continuing to prioritise inclusivity, brands can meet the needs of all consumers, create a more representative fashion world, and tap into a market that is both profitable and loyal.