Plus size women consumers account for about 26% of the world’s clothing purchasing power in Binkley’s report. This bracket of women is known for wearing size 14 and above. They believe that manufacturers do not understand their needs. Regardless of this market’s untapped potential, there is little information on the factors affecting this demographic. This blog post contains vital information about trends and challenges experienced by the wholesale plus size clothing consumers.
1. Fit is an issue for most plus-size consumers
A woman may be big, but that does not imply that they are tall. The current plus-size woman suffers from the fit. This challenge is evidenced by the growing rate at which people return clothes. By far, this is one of the major complaints by this category of consumers. The subject fit is linked to the absence of sustainability that fashion is competing with.
It also comes with repercussions that often go beyond the mere market aesthetics. Failure to produce clothes that fit the plus-size consumers can present ongoing ecological lifecycle damage. If the market can develop a dependable system to ascertain the point of sale (POS), it would provide solutions to the problem. Many consumers would get the right fit for their big body size.
2. Market segregation of plus-size consumers
The term plus-size is still metamorphosing. It sounds offensive in many ways, including body shaming. With the buzz in the industry, many plus-size consumers are coming forward to advocate for their inclusion. Based on the distribution channels, different stores have become the norm for consumers of plus size clothing.
While this has its advantages, it also has its cons. If the retail stores are tailored to specific needs, dividing shoppers into regular stores can be offensive. When the plus-size term is removed from a brand, it will affect how most people shop at the site. More buyers will experience challenges in site navigation too.
3. Some brands are ashamed of owning the plus size wear.
Designers like Yves Saint and Chanel are not shy to make clothes for plus size women. But that is all for money. Others, such as the famous Saks on Fifth Avenue, integrate various sizes into a single department. But then again, some designers are too ashamed to incorporate plus size clothes into their brands by openly refusing to advertise these large sizes.
4. Missing the styling touch
There is a consensus among leading brands of the world. It reiterates that anytime a brand produces a plus size cloth, it misses the styling mark. It is either extremely tight or too large. At times it could be un-sexy for the intended customer.
Final Thoughts
When a fashion brand announces that it’s introducing a larger clothing size in the market, the reaction is celebrated. It implies that inclusivity is a great thing. Large women are still facing some catch. They buy less than they need because of the shortage of appealing merchandise in various stores. Other times, they end up buying less because of the lack of styling touch in them.
