The plus size women’s clothing industry is a huge market. We’re talking it is worth billions of dollars every year! It is a shame that all designers and retailers have not always catered to this mass fashion market. While most stores and designers have started offering plus size options, there remains a few that do not and have completely failed a growing market. There are even moments in time when retailers openly declared their refusal to dress curvy women.
Victoria’s Secret is one major women’s retailer that will not cater to the women’s plus size fashion industry. While the company does make bras for bigger busted women (up to a DDD in store), it does not carry above the size XL. It doesn’t even carry larger than an XL in its panties.
The average size for women in the US is a size 14. This means that Victoria’s secret is not adhering to its potential market. Should Victoria’s Secret begin carrying larger sizes, there is no doubt that its already successful business will grow even more. They received a lot of backlash from their Perfect Body campaign from the plus size community. US underwear company Dear Kate responded in turn, posting their own version of The Perfect Body, showcasing a variety of body types.
Abercrombie and Fitch
There was a time not so long ago that Abercrombie and Fitch did not offer plus size clothing. In an interview in 2006, the CEO claimed that Abercrombie and Fitch clothes were for “good-looking” and “cool” people, while the store did not carry women’s sizes above a large. Apparently, it did not believe that larger women were part of its “cool” market. The store did, however, carry XL and XXL sizes for men.
The store must have realized its mistake, as it launched a women’s plus size line a few years ago. The plus size women’s fashion industry is a large market. Abercrombie and Fitch can now benefit from their curvier customers. Carrying larger sizes for women is definitely a win for the store.
Lululemon is known for its women’s high-fashion, athletic clothing. They are a brand that promotes health and fitness. So why does it not cater to plus size women? Last time we checked every shape needs cute workout clothes!
Lululemon does not carry women’s pants in sizes larger than 12. This definitely does not cater to the 14 and up sizes that qualify as plus size. If Lululemon wanted to gain the market that spends billions of dollars each year on fashion, it would carry these sizes.
The plus size fashion industry continues to grow. Now, many retailers and designers do cater to their plus size customers. They would be silly not to, considering that plus size fashion is a lucrative business. Plus size women do have many choices for their clothing wants and needs. Curvy women do not suffer from brands and retailers not catering to them; however, the retailers would benefit from carrying plus size clothing.