2015, retail research showed the 65% of American women are plus size and only 17% of total apparel sales are from plus size sales. There is a demand for the plus size apparel and accessories; however, retailers have failed to appropriate fashion trends and fit for plus size women. Economic Forces. In previous years the plus sized market generated approximately $17.5 billion in sales which is a small percentage of total sales for the fashion industry. Retailer are creating a specialized industry for plus sized women clothing. The challenge is that retailers cannot create a cookie cutter modeled pattern for plus sized women, as they can for women with smaller frames. Therefore, retailer must assume the cost for increased inventory for material for plus sized apparel. Nevertheless, there is an opportunity for expansion in the plus sized market. Political Forces. There is no major political influence; however, some people view plus sized models as glorifying obesity. Legal and Regulatory Forces: There is no major legal and regulatory force directly impacting the plus sized clothing industry. The legal and regulatory stipulations are primarily focused on food. Technological Forces: Technology plays a major role in fashion trends simply due to social media. Facebook, Pinterest, Instagram, Twitter, and bloggers are 24-hour communication and advertising sources for marketing to the plus sized target market. Shopping and clothing reviews has been made easy with the internet. Amazon is a prime e-commerce that is successful at customer satisfaction ease of use. As social media gains more of an influence in society, it also makes it easier for businesses to connect with the consumer all day long. Sociocultural Forces: Although Fitbit, Apple, and Samsung are promoting health improvement through selling products, women will never be the same size. Plus size advertising is not about promoting obesity, but it is about promoting self-acceptance. XXXX Style Studio is a “love yourself” company that allows women to be themselves unapologetically.
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- Fall '09
- Marketing, Plus-size model, XXXX Style Studio