Skip to content

P.S. It's Fashion logo

Plus Size Fashion

  • About Liz Black
  • Ask
  • Contact Information
regular

The Plus-Size Problem We Just Haven’t Solved…Yet

August 13, 2013September 18, 2015

(This article was originally written for, and appeared on, Refinery29. You can read the original here.)

plus-sizeWe’ve rattled off these stats before: The average American woman is a size 14. The plus-size consumer comprises 67% of the apparel-purchasing community. However, so many companies still refuse to expand their size range. In fact, they’re practically fighting against the opportunity.

From Abercrombie & Fitch CEO Mike Jeffries’ “anti-fat” stance to Lululemon’s unwillingness to offer larger sizes, it seems that the stigma behind plus-sized fashion is still alive and well. “I understand that the process of designing and creating a plus-size range is a huge and challenging undertaking, but I have no doubt that many designers and brands don’t expand simply because they don’t want fat people wearing their clothing,” said Gabi Gregg, InStyle contributor and blogger of GabiFresh. “Most designers who don’t make plus sizes feel similarly; [Jeffries] just happened to be stupid enough to say it out loud.”

In recent news about ModCloth’s size expansion among a decent percentage of its vendors, it turned out that not all the e-commerce site’s vendors were onboard. Samara Fetto, ModCloth’s plus-size category manager and scout, explained that some designers are “just not interested in addressing this customer segment,” and in addition, “[they] don’t have resources to execute plus-size fits (people, fit models, grade rules, size specifications, patterns, etc).”

However, Fetto went on to clarify that the market is still well aware of what they’re lacking. “I’d say that everyone recognized the lack of options for plus-size women and the potential growth that can come from addressing this underserved customer segment. This was even true of those people who weren’t interested.”

With an increased level of awareness, you would think designers would be chomping at the bit to reach into this virtually untapped market. But, that’s just not the case. Aimee Cheshire, founder and CEO of Madison Plus Select, explained to us that the mainstream brands are still holding onto the idea that it’s the “high margin, skinny customer” who drives the market. “Similar to when newspaper refused to go online because people like the ‘old way,’ so too will these brands disappear as the normal once again becomes healthy and ‘plus’ loses the stigma.”

However, while we slowly watch some brands adapt to the need for more plus options, there is one brand that’s revolutionizing the approach: ASOS Curve. The collection runs parallel to its straight-size collections, and maintains the same high quality of style throughout all the sizes offered. “The main ASOS collection is fashion forward and directional, so why make the plus range any different?” says ASOS’s Curve buyer Natasha Smith. “If a girl loves fashion and wants to shop at ASOS then she wants to be able to buy the same product as our ASOS main range.”

This all leaves us wondering: What’s the truth behind the general size-expansion refusal? Are straight-size designers more concerned about being associated with antiquated notions regarding body size and fashion, or are they hoping to avoid the effort with the belief that the segment will change and revert back to what it once was? “We shouldn’t try to convince those that don’t want our business to take it,” Cheshire pointedly states. “Let’s just give it to those that want it!” After all, with so many talented designers, such as Cult of California and One One Three, willing to respond to the demands of this majority, mainstream’s loss might just be their gain.

Tags: abercrombie & fitch, ASOS, asos curve, body acceptance, clothes, clothing, cult of california, fashion, fat, fat acceptance, fat fashion, gabifresh, instyle, one one three, Plus Size, Plus Size Clothes, Plus Size Clothing, shop, shopping, skinny, style
Posted by Liz BlackShareTweetGoogle +1No comments

Author

Liz Black

You may also like

Body Image, Body Positive, Giveaway, Lifestyle

You’re Invited To Our Fat Babes of Jersey City Event!

September 24, 2019
Clothing, fashion

20 Years of Target Designer Collabs & You Can Shop Them Again!

August 20, 2019
fashion, Lifestyle, travel

Euro Trip Part One – Brussels

November 19, 2018

Leave a Comment Cancel Reply

Feb2016_A_300x250
Shop Simply Be!

Recent Comments

  • Ally on When You Know Better, Do Better
  • John on When You Know Better, Do Better
  • Heather on Five Tips For Working From Home During Coronavirus
  • Ally on Five Tips For Working From Home During Coronavirus
  • John on Five Tips For Working From Home During Coronavirus

Archives

  • June 2020
  • March 2020
  • December 2019
  • November 2019
  • October 2019
  • September 2019
  • August 2019
  • May 2019
  • December 2018
  • November 2018
  • October 2018
  • September 2018
  • August 2018
  • July 2018
  • June 2018
  • May 2018
  • March 2018
  • January 2018
  • December 2017
  • November 2017
  • October 2017
  • September 2017
  • August 2017
  • July 2017
  • June 2017
  • May 2017
  • April 2017
  • March 2017
  • February 2017
  • January 2017
  • December 2016
  • November 2016
  • October 2016
  • September 2016
  • August 2016
  • July 2016
  • June 2016
  • May 2016
  • April 2016
  • March 2016
  • February 2016
  • January 2016
  • December 2015
  • November 2015
  • October 2015
  • September 2015
  • August 2015
  • July 2015
  • June 2015
  • May 2015
  • March 2015
  • January 2015
  • December 2014
  • November 2014
  • October 2014
  • August 2014
  • July 2014
  • June 2014
  • May 2014
  • April 2014
  • March 2014
  • February 2014
  • January 2014
  • December 2013
  • November 2013
  • October 2013
  • September 2013
  • August 2013
  • July 2013
  • June 2013
  • May 2013
  • April 2013
  • March 2013
  • February 2013
  • January 2013
  • December 2012
  • November 2012
  • October 2012
  • September 2012
  • August 2012
  • July 2012
  • June 2012

Categories

  • Body Image
  • Body Positive
  • Clothing
  • Contest
  • Decor
  • fashion
  • Fashion Show
  • Food
  • Giveaway
  • Hit List
  • Home
  • Lifestyle
  • link
  • Model
  • New York City
  • NYFW
  • photo
  • regular
  • Sale
  • Sponsored
  • travel
  • Trends
  • Uncategorized
  • Video

© 2025. All Rights Reserved.

Theme: Esthetique by North Ninja.