The Plus-Size Market Is Growing
The average American woman now wears a plus size, yet many retailers still fail to serve this growing market. Fashion designers often create collections for runway models who typically wear sizes 0 to 4. In contrast, the average American woman wears a size 16 to 18.
Research shows that retailers offer only about 29 percent of new styles in sizes above 14. A Bloomberg study found that just 8.5 percent of dresses on Nordstrom’s website were available in plus sizes. J.C. Penney offered only 16 percent of dresses in plus sizes. As a result, both industry experts and consumers have started to question this gap in the market.
Retailers Are Missing a Major Opportunity
Fashion expert and Project Runway co-host Tim Gunn has criticized the industry’s approach to plus-size shoppers. He argues that many brands continue to overlook a large and valuable customer base.
There are more than 100 million plus-size women in the United States. Over the past three years, they have increased their clothing spending faster than straight-size consumers. The plus-size apparel market now generates more than $20.4 billion in annual sales, representing a 17 percent increase since 2013.
Why Plus-Size Mannequins Matter
As Gunn points out, retailers have a significant opportunity to grow sales by embracing plus-size fashion. One important step is adding plus-size mannequins to retail stores. These displays promote inclusivity and help shoppers visualize how clothing fits their body type.
Plus-size women deserve the same shopping experience and product selection as their smaller-sized peers. Retailers should value their purchasing power and serve them accordingly. The bottom line is simple: plus-size mannequins support inclusion, improve merchandising, and make good business sense.
