Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Advertising creative
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market factors
- High percentage of overweight girls, women in the U.S. drives demand for plus size clothing
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- Figure 1: Prevalence of obesity among U.S. women aged 20 and older by race/Hispanic origin for selected years 1988-94 through 2007-08
- Figure 2: Prevalence of obesity among U.S. adolescents aged 12-19, selected years 1971-74 through 2007-08
- Extremes of embracing and opposing the plus size lifestyle exist, creating opportunities and challenges for the market
- Retail channels
- Many options for plus size shoppers
- The consumer
- Amount spent on plus size clothing
- Attitudes toward shopping for plus size clothing
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- Figure 3: Attitudes toward retailers’ selection of plus size clothing, August 2011
- Figure 4: Attitudes toward shopping and spending on plus sized women’s clothing, August 2011
- Figure 5: Importance of key factors when shopping for plus sized clothing, August 2011
- Teens’ attitudes toward plus size clothing
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- Figure 6: Teen girls attitudes toward shopping for plus size clothing, August 2011
Insights and Opportunities
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- Clothing rental service can appeal to shoppers with fluctuating sizes
- Personal shopping and in-home fittings can help ease shopping anxiety
- Create excitement around plus size clothing through flash sales, designer exclusives
Inspire Insights
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- Inspire Trend: Experience is All
- Inspire Trend: Why Buy
Market Drivers
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- Key points
- High percentage of overweight women in the U.S. drives sales of plus size clothing
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- Figure 7: Prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
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- Figure 8: Prevalence of obesity among U.S. women ages 20 and over, by race/Hispanic origin, for selected years 1988-94 through 2007-08
- Figure 9: Prevalence of obesity among U.S. adolescents aged 12-19, selected years 1971-74 through 2007-08
- Figure 10: Prevalence of obesity among U.S. adolescent girls aged 12-19, by race/Hispanic origin, selected years 1988-94 through 2007-08
- Aging population and obesity
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- Figure 11: Rate of adult obesity, by age, 2010
- Figure 12: U.S. female population, by age, 2005-15
- Americans embracing plus size lifestyle
- Focus on fitness to alleviate obesity epidemic
Competitive Context
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- Key points
- Anti-obesity movement may lead to decreased demand for plus size clothing
- Low consumer confidence may lead to reduced spending
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- Figure 13: University of Michigan’s index of consumer sentiment, January 2007-September 2011
Retail Overview
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- Key points
- Mass merchandisers
- Walmart
- Target
- Department stores
- JCPenney
- Kohl’s
- Macy’s
- Specialty retailers
- Lane Bryant
- Avenue
- Torrid
- Forever 21
- Online retailers
- Redcats USA
- Other online retailers
- New and notable plus size retail concepts
- Eloquii
- The Queen Line
Innovations and Innovators
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- Plus size retailers use technology, different fabrics for better fit and style
- Full Figured Fashion Week brings attention to plus size industry
Marketing Strategies
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- Key points
- Brand and merchandising strategies
- Lane Bryant
- Torrid
- Redcats USA
- TV advertising
- Lane Bryant
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- Figure 14: Lane Bryant, Throw the world a curve, TV ad, 2011
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- Figure 15: Lane Bryant, Technology Just Got Sexy, TV ad, 2011
- One Stop Plus
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- Figure 16: Onestopplus.com, TV ad, 2011
- Online initiatives
- Social media presence
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- Figure 17: Profiled companies and brands and social media reach, October 12, 2011
- Other marketing activity
Plus Size Clothing Purchases
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- Key points
- Older women more likely than younger women to buy plus size clothing for themselves
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- Figure 18: Plus size clothing purchases, for self or others, by age, August 2011
- Purchase incidence higher among lower-household-income shoppers
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- Figure 19: Plus size clothing purchases, for self or others, by household income, August 2011
Reasons for Not Buying Plus Size Clothing
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- Key points
- Older shoppers more likely to have postponed clothing purchases in last 12 months
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- Figure 20: Reasons for not buying plus size clothing, by age, August 2011
- Women with higher household income less likely to wear plus size clothing; lower household incomes cause consumers to postpone purchases
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- Figure 21: Reasons for not buying plus size clothing, by household income, August 2011
- Higher-educated consumers less likely to wear plus size clothing
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- Figure 22: Reasons for not buying plus size clothing, by education, August 2011
Retailers Shopped for Plus Size Clothing
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- Key points
- Women have similar shopping patterns when buying for themselves, others
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- Figure 23: Retailers shopped for plus sized women’s clothing, in store vs. online for self and others, August 2011
- Younger shoppers visit specialty stores; older shoppers prefer mass merchandisers and department stores
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- Figure 24: Retailers shopped in store for plus sized women’s clothing, by age, August 2011
- Higher-income shoppers prefer department stores
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- Figure 25: Retailers shopped in store for plus sized women’s clothing, by household income, August 2011
- Married women more likely to shop at mass merchandisers, department stores
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- Figure 26: Retailers shopped in store for plus sized women’s clothing, by marital status, August 2011
- Plus size shoppers not likely to shop online
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- Figure 27: Retailers shopped online for plus sized women’s clothing, August 2011
Spend on Plus Size Clothing
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- Key points
- Most women spent less than $100 on plus size clothing in last 12 months
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- Figure 28: Amount spent on plus size women’s clothing, by age, August 2011
- Incremental spend increases with higher household incomes
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- Figure 29: Amount spent on plus size women’s clothing, by household income, August 2011
- Married women likely to spend more money than unmarried women
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- Figure 30: Amount spent on plus size women’s clothing, by marital status, August 2011
- Those who spend more shop at specialty stores
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- Figure 31: Retailers shopped for plus sized women’s clothing, by amount spent on plus size clothing, August 2011
Attitudes Toward Retailers’ Selections of Plus Size Clothing
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- Key points
- Half of shoppers agree that stores have an adequate selection of clothing in their size
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- Figure 32: Attitudes toward retailers’ selection of plus size clothing, by age, August 2011
- Lower-income shoppers satisfied with stores’ selections
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- Figure 33: Attitudes toward retailers’ selection of plus size clothing, by household income, August 2011
- Similar attitudes regardless of marital status
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- Figure 34: Attitudes toward retailers’ selection of plus size clothing, by marital status, August 2011
- Shoppers split on whether retailers have an adequate or poor selection of plus size clothing
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- Figure 35: Retailers shopped for plus sized women’s clothing, by attitudes toward plus size clothing, August 2011
Attitudes Toward Shopping and Spending on Plus Size Clothing
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- Key points
- Women shop at same retailers, but seek other options
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- Figure 36: Attitudes toward shopping and spending on plus sized women’s clothing, August 2011
- Younger women newest entrants to plus size category
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- Figure 37: Attitudes toward shopping and spending on plus sized women’s clothing, by age, August 2011
- Little differences in attitudes across various household incomes
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- Figure 38: Attitudes toward shopping and spending on plus sized women’s clothing, by household income, August 2011
- Women with children in the household more likely to recently enter plus size category
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- Figure 39: Attitudes toward shopping and spending on plus sized women’s clothing, by presence of children in household, August 2011
- Women who spend more likely to visit same retailers, spend more for better fit
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- Figure 40: Attitudes toward shopping and spending on plus sized women’s clothing, by amount spent on plus size clothing, August 2011
Importance of Key Factors When Shopping for Plus Size Clothing
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- Key points
- Comfort, quality, style, and price important when shopping for plus size clothing
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- Figure 41: Importance of key factors when shopping for plus sized clothing, August 2011
- Younger women brand and image conscious
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- Figure 42: Importance of key factors when shopping for plus sized clothing, by age, August 2011
- Women with higher household incomes less concerned about price, focused on brand name
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- Figure 43: Importance of key factors when shopping for plus sized clothing, by household income, August 2011
- Shopping destination varies based on shoppers’ priorities
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- Figure 44: Retailers shopped for plus size clothing by important key factors when shopping for plus sized clothing, August 2011 (part 1)
- Fitting into a smaller size is a priority for women, regardless of typical retailer choices
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- Figure 45: Retailers shopped for plus size clothing by important key factors when shopping for plus sized clothing, August 2011 (part 2)
Perceptions of Retailers’ Selection of Plus Sized Clothing
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- Key points
- Younger shoppers more likely to cite a greater number of retailers offering a good selection of plus size clothing
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- Figure 46: Retailers considered having a good selection of clothing size 14 or larger, by age, August 2011
- Married plus sized shoppers slightly more likely to agree that retailers offer good selection
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- Figure 47: Retailers considered having a good selection of clothing size 14 or larger, by marital status, August 2011
- Younger women more likely to visit a variety of retailers if better selection was offered
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- Figure 48: Retailers would shop more often if there was a better selection of clothing size 14 or larger, by age, August 2011
- Higher-income shoppers would visit department stores; lower-income shoppers less likely to visit specialty stores
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- Figure 49: Retailers would shop more often if there was a better selection of clothing size 14 or larger, by household income, August 2011
Teens’ Attitudes Toward Plus Size Clothing
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- Key points
- Teens more likely than women to shop at Forever 21, Old Navy
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- Figure 50: Retailers shopped by teens for plus sized clothing, August 2011
- Few differences in retailers preferred among teenagers who wear various sizes
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- Figure 51: Retailers shopped in store by teens for plus sized clothing, by size shopped, August 2011
- Teenage girls not likely to purchase clothing online
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- Figure 52: Retailers shopped on line by teens for plus sized clothing, by size shopped, August 2011
- Nearly two thirds of teenage girls have recently started wearing plus size clothing
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- Figure 53: Teen girls: normally buy sizes 14+ or have recently started buying 14+, August 2011
- Price is a priority for teens, who also seek new places to shop
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- Figure 54: Teen girls’ attitudes toward shopping for plus size clothing, August 2011
- Plus size teens less likely to buy or borrow special occasion clothes
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- Figure 55: Teen girls’ attitudes to buying and borrowing clothes, August 2011
- Friends, magazines most influential among teens’ clothing purchases
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- Figure 56: Teen girl clothing purchase influencers, by age, August 2011
Impact of Race and Hispanic Origin
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- Key points
- Black, Hispanic women more likely to purchase plus size clothing than other groups
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- Figure 57: Plus size clothing purchases, by race/Hispanic origin, August 2011
- No difference in lack of purchase among Hispanics and non-Hispanics
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- Figure 58: Reasons for not buying plus size clothing by Hispanic origin, August 2011
- Walmart is top destination regardless of race/ethnic group
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- Figure 59: Retailers shopped for plus sized women’s clothing, by race/Hispanic origin, August 2011
- Blacks likely to spend the least on clothing
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- Figure 60: Amount spent on plus size clothing by race/Hispanic origin, August 2011
- White women, Hispanic women dissatisfied with selection of plus size clothing
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- Figure 61: Attitudes toward plus size clothing by race/Hispanic origin, August 2011
- Hispanic women newest entrants to category; white women will spend more for better fit
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- Figure 62: Attitudes toward plus size clothing, by race/Hispanic origin, August 2011
Custom Consumer Groups—High and Low Spenders
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- Low Spenders
- Demographics
- Characteristics
- Opportunity
- High Spenders
- Demographics
- Characteristics
- Opportunity
- Plus sized high and low spender group characteristics
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- Figure 63: Plus size spending custom groups, August 2011
- Figure 64: Plus size clothing purchases, for self or others, by plus sized high and low spender groups, August 2011
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- Figure 65: Person purchased plus size clothing for, by plus sized high and low spender groups, August 2011
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- Figure 66: Retailers shopped in store for plus sized women’s clothing, by plus sized high and low spender groups, August 2011
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- Figure 67: Retailers shopped online for plus sized women’s clothing, by plus sized high and low spender groups, August 2011
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- Figure 68: Amount spent on plus size women’s clothing, by plus sized high and low spender groups, August 2011
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- Figure 69: Attitudes toward retailers’ selection of plus size clothing, by plus sized high and low spender groups, August 2011
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- Figure 70: Attitudes toward shopping and spending on plus sized women’s clothing, by plus sized high and low spender groups, August 2011
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- Figure 71: Importance of key factors when shopping for plus sized clothing, by plus sized high and low spender groups, August 2011 (Part 1)
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- Figure 72: Importance of key factors when shopping for plus sized clothing, by plus sized high and low spender groups, August 2011 (Part 2)
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- Figure 73: Evaluation of retail outlets, by plus sized high and low spender groups, August 2011 (part 1)
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- Figure 74: Evaluation of retail outlets, by plus sized high and low spender groups, August 2011 (part 2)
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- Figure 75: Evaluation of retail outlets, by plus sized high and low spender groups, August 2011 (part 3)
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- Figure 76: Evaluation of retail outlets, by plus sized high and low spender groups, August 2011 (part 4)
- Plus sized high and low spender group demographics
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- Figure 77: Plus sized high and low spender groups, by age group, August 2011
- Figure 78: Plus sized high and low spender groups, by household income, August 2011
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- Figure 79: Plus sized high and low spender groups, by race, August 2011
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- Figure 80: Plus sized high and low spender groups, by Hispanic origin, August 2011
Appendix—Other Useful Tables
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- Figure 81: Plus size clothing purchases, by marital/relationship status, August 2011
- Figure 82: Plus size clothing purchases, by household size, August 2011
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- Figure 83: Plus size clothing purchases, by region, August 2011
- Figure 84: Plus size clothing purchases, by urban area, August 2011
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- Figure 85: Plus size clothing purchases, by parents and presence of children in household, August 2011
- Figure 86: Plus size clothing purchases for others, August 2011
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- Figure 87: Reasons for not buying plus size clothing, by marital status, August 2011
- Figure 88: Reasons for not buying plus size clothing, by urban area, August 2011
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- Figure 89: Reasons for not buying plus size clothing by parent and presence of children in household, August 2011
- Figure 90: Retailers shopped in store for plus sized women’s clothing, by household size, August 2011
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- Figure 91: Retailers shopped in store for plus sized women’s clothing, by education, August 2011
- Figure 92: Retailers shopped in store for plus sized women’s clothing, by urban area, August 2011
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- Figure 93: Amount spent on plus size clothing, by household size, August 2011
- Figure 94: Amount spent on plus size clothing, by education, August 2011
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- Figure 95: Amount spent on plus size clothing, by employment, August 2011
- Figure 96: Amount spent on plus size clothing, by urban area, August 2011
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- Figure 97: Attitudes toward plus size clothing, by urban area, August 2011
- Figure 98: Attitudes toward plus size clothing, by marital status, August 2011
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- Figure 99: Attitudes toward plus size clothing, by region, August 2011
- Figure 100: Retailers considered having a good selection of clothing size 14 or larger, by urban area, August 2011
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Appendix—Trade Associations
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