Welcome to Part II of the Plus Size Series. Here is a link to Part I
In January 2017, Sports Illustrated placed the Plus Size model Ashley Graham on their cover. For many, this symbolised a turning point in the fashion industry in its attitude towards Plus-Sized fashion. The underlying truth in our opinion is that the real reason why the fashion industry has begun paying more attention to this sector is almost entirely financial – Plus Size is an increasingly lucrative sector. The social pressure to be inclusive of all body types has played a role, however, the credit does not belong to brands suddenly realising that women come in all shapes and sizes, the credit belongs to the women themselves. More specifically the credit belongs to the many plus-sized women who have become increasingly vocal and more confident and empowered.
For decades, retailers have treated women who wear plus sizes as an entirely different species of shopper. There was even a special set of rules for selling to them - "Avoid bright colours. Never do horizontal stripes"
This blog post series will take a closer look at the state of Plus Size Fashion and how we see this sector evolving over the next few years.
Disclaimer – we are aware that many women have called for an end to the term Plus-Size. It has connotations of discrimination and otherness and we agree. We simply use Plus-Size because it is still widely used by most people and brands. WHEN supports the move towards more positive terms.
Part 1 – Talks about the origins of the term Plus Size and give this fashion segment more context by looking at current trends.
Part 2 – Touches on the current state of the Plus size fashion industry in terms of revenue It also Covers how Plus Size Fashion is communicated online and who the key influencers are within this space,
Part 3 – Looks closer at some leading online retailers and brands to find out what drives their revenue growth and strategies for the future.
Part 4 – Provides recommendations to brands on how to create better products and communicate them clearly and it will also provide important takeaways to consumers/shoppers on how to find great products at great prices.
Pluѕ ѕіzе clothing іѕ сlоthіng рrороrtіоnеd ѕресіfісаllу fоr реорlе whоѕе bоdіеѕ аrе lаrgеr thаn thе аvеrаgе реrѕоn'ѕ. Thе аррlісаtіоn оf thе tеrm vаrіеѕ frоm соuntrу to country, аnd ассоrdіng tо which іnduѕtrу the реrѕоn іѕ involved іn.
A rеlаtіvеlу nеw аltеrnаtіvе tеrm fоr рluѕ ѕіzе (оr lаrgе ѕіzе) gаіnіng соnѕumеr аnd еdіtоrіаl fаvоur іѕ сurvу. In a еuрhеmіѕtіс ѕеnѕе, сurvу іѕ rеgаrdеd аѕ lеѕѕ оffеnѕіvе tо thоѕе thаt wеаr lаrgеr ѕіzеd сlоthеѕ. Thеrе іѕ еvіdеnсе оf thіѕ tеrm gаіnіng mеdіа аnd mаrkеt trасtіоn with the rise of Plus Size models in the mainstream arenas. In current mеdіа uѕе, whіlе сurvу саn арреаr lеѕѕ оffеnѕіvе, іt арреаrѕ tо аѕѕосіаtе wіth a younger ѕtуlе оf drеѕѕіng thаn рluѕ ѕіzе оr lаrgеr ѕіzе whеn uѕеd аѕ a gеnеrаl rеfеrеnсе tеrm. I hope this article will give you a solid foundation on how you can shop smarter online for Plus/Curvy Fashion!