Plus Size Clothing for Women Market Still Growing

Almost a century ago plus size clothing for women made its debut into the mainstream market when Lithuanian born, Lena Bryant, went from designing clothing for expectant women into company selling clothing for plus size women. The company Ms. Bryant founded has grown to be the largest retailer of plus size clothing for women, and its subsidiaries offer not only clothing, but household items and larger living items geared toward plus size customers. Today RedCats has several brands and companies under its umbrella including Lane Bryant, Women Within, Brylane Home, Catherine’s and Fashion Bug. One of the things that has made this company so successful is the realization that plus size women and men need and want clothing that fits and is trendy.

According to Center for Disease Control in the United States, the population is getting heavier. Two thirds of the men and women in that country are classified as overweight or obese. This is a tremendous market for retailers and designers to tap into. It is reported by the NPD Group that even though the entire fashion industry has experienced a 0.8 percent decrease, plus size clothing for women has increased by 1.4 percent. It’s not only labels and retailers who cater exclusively to the plus size market that are tapping into this growing customer base, but many major stores and fashion houses are finally coming to terms with the fact plus size clothing is big business.

Retailers like Target, Macy’s, Myers and Big W have added more plus size clothing for women and men into their stores. Myers recently sponsored a major fashion event in Australia, Big is Beautiful, to call attention to the beauty and grace of plus size clothing and the women who wear it. In Australia over 15 percent of the women wear plus size clothing, and in the UK and South Africa the numbers are about the same. Plus size clothing for women usually starts at size 14 in stores, but a size 14 on the plus size fits much differently than a straight size 14. This is because plus size clothing must be proportionate for the fuller figure. The pieces need to be fuller in the waist, longer in the rise and fuller in the seat. If a designer realizes this and doesn’t try to make plus size clothing by just enlarging a straight size pattern, they will be successful because their clothing will actually fit.

Plus size clothing for women doesn’t show any signs of sales slowing down in the near future. Plus size women and men have money to spend and are willing to spend it on quality clothing. It is good for the plus size customer that designers and retailers are finally recognizing the buying power of this market sector. If this trend continues, plus size men and women can look forward to more, trendier, and well fitting pieces on the market, and retailers can look forward to more profits.