07 September 2022, Mumbai:
After being marginalized by the entire fashion industry globally, the plus-size market for men and women is finally being revamped and coming into its own. Since the ‘plus size’ consumer bracket constitutes about half of the total consumers in India who are beyond the standard unreasonable size 0-12, which is considered slim, most brands are now focussing on size inclusivity in their normal apparel range.
With the greatest obese population and the most money spent on plus-size clothing, the US leads the market, with the average woman being size 18, a far cry from the general smaller sizes of most brand portfolios.
New product introductions, along with advertisements and promotional events organized by major manufacturers and designers, are driving the growth of this segment. The Asia-Pacific region is forecast to grow at the highest rate, resulting in rising obesity rates among individuals in the next years
Indian brands focusing on size inclusivity
As per Future Market Insight’s latest study, Plus Size Clothing Market’ India’s plus size market is estimated to have 12 per cent share of overall fashion market and is expected to grow at 25 per cent per annum from 2019 for the next five years. Most fashion brands will now include larger sizes in their general fashion clothing portfolio, instead of showcasing clothes that only go up to size 16, leaving the rest to other special brands that do the plus size category.
The market for plus-size apparel has rapidly increased as the larger-sized clients have more confidence on their bodies and would like to flaunt rather than hide. The casual wear category has dominated plus size clothing market, with a CAGR of 4.8 per cent, due to increased acceptance and acceptability of casual wear among consumers for social occasions.
Experts say, male category is expected to lead market in terms of customer orientation. The mid-priced plus-size clothing segment is expected to dominate the market globally. Although Europe is known for being the global fashion hub, it is expected to move rapidly in the global plus-size clothing industry from 2022 to 2032.
Innovative marketing, new launches boost growth
Focussed fashion marketing and promotional efforts, especially on the covers of premium glossy magazines like Vogue, Cosmopolitan, Elle and Glamour, along with larger-sized models and movie celebrity endorsements, are attracting more and more customers around the world. Companies like Walmart launched a new plus-size brand named Terra and Sky in 2018.
High street plus size apparel retailers such as River Island, Marks & Spencer, and New Look offer a wide range of plus size items to suit demand. Other leading global apparel companies leading the plus size segment are: Forever21, Mango, H&M, Lucky Brand, Under Armour and Nike among others.
Experts point out in India there is a large untapped market for plus sizes that needs to be catered to, with online platforms having the potential and edge to penetrate deeper into these markets. The need for products that embrace all body shapes and give the same level of luxury as customers in other sizes will spearhead market growth for plus-size clothes between 2022 and 2032.
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