Table of Contents
Executive Summary
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- Market factors
- Obesity epidemic has a major impact on plus size market
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- Figure 1: Prevalence of obesity among U.S. women aged 20+, by race/Hispanic origin, for selected years 2001-02 through 2007-08
- Figure 2: Prevalence of obesity among U.S. adolescent girls aged 12-19, by race/Hispanic origin, selected years 2001-02 through 2007-08
- Growing Hispanic population may create demand for plus size clothing
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- Figure 3: Expected population growth of Hispanic females, by age, 2012-17
- The aging population and obesity
- Health and fitness initiatives aimed at combatting obesity
- Retail channels
- The consumer
- Most buy plus size clothing at Walmart
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- Figure 4: Retailers shopped for plus size clothing, women aged 18+, July 2012
- Plus size teens choose similar retailers as their peers
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- Figure 5: Retailers shopped by teen girls for clothing, all vs. by junior size 13/14 or larger, June 2012
- Most women prefer to shop in stores with plus size and non-plus size clothing
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- Figure 6: Retailer preferences among women size 14 or larger, July 2012
- Most plus size women prefer same stores, look for sales/deals
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- Figure 7: Select attitudes/opinions about shopping, by overweight women, January 2011-March 2012
- Plus size and non-plus size women seek similar attributes in clothing
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- Figure 8: Importance of key clothing attributes when shopping for clothing, all women vs. women size 14 or larger, July 2012
- Plus size teens have difficulty finding stylish clothes, look for new places to shop
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- Figure 9: Attitudes toward clothes shopping, by teen girls, all vs. junior size 13/14 or larger, June 2012
- What we think
Issues in the Market
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- How is the obesity epidemic impacting the market for plus size clothing?
- Will the growing Hispanic population drive growth of plus size clothing?
- Will health and fitness initiatives impact the plus size clothing market?
- How can retailers improve the shopping experience for plus size teens and women?
Insights and Opportunities
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- Allow shoppers to create custom designs
- Offer more in-store events to encourage plus size shopping
Trend Application
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- Inspire trend: Many Mes
- Inspire trend: Make it Mine
- 2015 trend: Old Gold
- Old Gold
Market Drivers
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- Key points
- Obesity epidemic has major impact on plus size clothing market
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- Figure 10: Prevalence of being overweight, obese, or extremely obese, among adults aged 20 or older, 1988-2008
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- Figure 11: Prevalence of obesity among U.S. women aged 20 and older, by race/Hispanic origin, for selected years 1988-94 through 2007-08
- Figure 12: Prevalence of obesity among U.S. adolescents aged 12-19, selected years 1971-74 through 2007-08
- Figure 13: Prevalence of obesity among U.S. adolescent girls aged 12-19, by race/Hispanic origin, selected years 1988-94 through 2007-08
- Growing Hispanic population may create demand for plus size clothing
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- Figure 14: Population by race and Hispanic origin, 2007-17
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- Figure 15: Hispanic females, by age, 2007-17
- Aging population and obesity
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- Figure 16: Female population, by age, 2007-17
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- Figure 17: Rate of adult obesity, by age, 2010
- Health and fitness initiatives aimed at reducing obesity
Retailer Overview
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- Specialty apparel retailers
- Lane Bryant
- Avenue
- Eloquii
- Torrid
- Forever 21
- H&M
- Market threats and opportunities for specialty apparel stores
- Department stores
- JCPenney
- Kohl’s
- Sears
- Macy’s
- Nordstrom
- Market threats and opportunities for department stores
- Mass merchandisers
- Walmart
- Target
- Market threats and opportunities for mass merchandisers
- Online only retailers
- Amazon.com
- Redcats USA
- Market threats and opportunities for online-only retailers
Innovations and Innovators
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- Popular brands go after plus size market
- CurvyGirls Bridal caters to full-figured brides
- My Curvy Closet offers private sales for plus size clothing
Marketing Strategies
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- Print advertising
- Lane Bryant
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- Figure 18: Lane Bryant print ad as seen in InStyle Magazine, October 2012
- Torrid
- Television advertising
- Lane Bryant
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- Figure 19: Lane Bryant TV ad, “Get serious,” December 2011
- OneStopPlus
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- Figure 20: OneStopPlus TV ad, “Just a number,” April 2012
- Other marketing activity
- Social media
Women’s Clothing Purchases
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- Key points
- Women buy clothing for themselves more often than for others
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- Figure 21: Sizes of women’s clothing bought for self and others, July 2012
- Older women buying plus size clothing for themselves and others more than younger women
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- Figure 22: Sizes of women’s clothing bought for self and others, by age, July 2012
- Those living in lowest-income households likely to buy plus size clothing for themselves
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- Figure 23: Sizes of women’s clothing bought for self and others, by household income, July 2012
Reasons for Not Buying Plus Size Clothing
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- Key points
- More than 20% no longer wear plus size clothing
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- Figure 24: Reasons for not buying women's clothing size 14 or larger, July 2012
- Older women more likely than younger women to have moved out of plus size category
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- Figure 25: Reasons for not buying women's clothing size 14 or larger, July 2012
Retailers Shopped for Plus Size Clothing
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- Key points
- Half buy plus size clothing at Walmart
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- Figure 26: Retailers shopped for plus size clothing, July 2012
- Youngest plus size shoppers prefer Walmart, Target, Forever 21
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- Figure 27: Retailers shopped for plus size clothing, by age, July 2012
- Those in lower-income households shop at Walmart; higher household income earners shop at department, specialty stores
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- Figure 28: Retailers shopped for plus size clothing, by household income, July 2012
Amount Spent on Clothing
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- Key point
- Women spent more than $280 on average on clothing for themselves; plus size women not far behind
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- Figure 29: Amount spent on clothing for self in last 12 months, July 2012
- Figure 30: Amount spent on clothing for self in last 12 months by women buying size 14 or larger, July 2012
Attitudes Toward the Selection of Clothes Available at Clothing Retailers
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- Key points
- Most women satisfied with selection of clothing when shopping
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- Figure 31: Attitudes toward the selection of clothes available at clothing retailers, July 2012
- Women wearing larger sizes are less satisfied with clothing options
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- Figure 32: Attitudes toward the selection of clothes available at clothing retailers, by size purchased, July 2012
Clothing Items Purchased
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- Key points
- Overweight women likely to purchase shirts, jeans, handbags
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- Figure 33: Apparel and accessory items bought by overweight women in past 12 months, January 2011-March 2012
Incidence of Normally Buying or Recently Started Buying Plus Size Clothing
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- Key points
- Nearly all plus size shoppers normally buy plus size clothing for themselves
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- Figure 34: Incidence of normally buying or recently started buying plus size clothing, July 2012
- Younger women likely to be new entrants to plus size category
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- Figure 35: Incidence of normally buying or recently started buying plus size clothing, by age, July 2012
- Little differences in reasons for buying across household income groups
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- Figure 36: Incidence of normally buying or recently started buying plus size clothing, by household income, July 2012
Preference for Specialist Plus Size Stores vs. Mainstream Stores with Plus Size Ranges
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- Key points
- Most women prefer to shop in stores with plus size and non-plus size clothing
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- Figure 37: Preference for specialist plus size stores vs. mainstream stores with plus size ranges, among plus size shoppers, July 2012
- Younger women prefer stores with plus size and non-plus size selections
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- Figure 38: Preference for specialist plus size stores vs. mainstream stores with plus size ranges, among plus size shoppers, by age, July 2012
- Women in all household income groups like to shop in mixed retailers
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- Figure 39: Preference for specialist plus size stores vs. mainstream stores with plus size ranges, among plus size shoppers, by household income, July 2012
Attitudes Toward Shopping for Clothing
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- Key points
- Most women shop at the same few retailers when shopping for clothes
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- Figure 40: Attitudes toward shopping for clothing, July 2012
- Plus size women buy other items of clothing, interested in fitness apparel
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- Figure 41: Attitudes toward shopping for clothing by women size 14 or larger, July 2012
- Most plus size women prefer same stores, look for sales/deals
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- Figure 42: Overweight women’s attitudes/opinions about shopping, January 2011-March 2012
- When shopping for clothes, most women find something to buy
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- Figure 43: Incidence of normally finding something or coming home empty-handed when shopping for clothes, July 2012
- Those who come home empty-handed more likely to be plus size
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- Figure 44: Incidence of normally finding something or coming home empty-handed when shopping for clothes among women who shop for clothes size 14 or larger, July 2012
Importance of Various Clothing and Retailer Attributes When Shopping For Clothing
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- Key points
- Plus size and non-plus size women seek similar attributes in clothing
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- Figure 45: Importance of various clothing and retailer attributes when shopping for clothing, all women vs. buy size 14 or larger, July 2012
- Comfort, durability most important to overweight women
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- Figure 46: Importance of clothing and retailer attributes when shopping for clothing, by overweight women, January 2011-March 2012
Attributes of Product Selection at Retailers
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- Key points
- Retailers offer good selection, quality but can improve on style
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- Figure 47: Perception of product selection at select retailers, by women who buy size 14 or larger July 2012
Plus Size Teens’ Attitudes and Shopping
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- Key points
- Size of clothing worn
- One quarter of teenage girls purchase clothing size 13/14 or larger
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- Figure 48: Size of clothing worn by girls aged 12-17, June 2012
- Girls aged 15-17 more likely to wear plus sizes
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- Figure 49: Size of clothing worn by girls aged 12-17, by age, June 2012
- Type of clothing acquired
- T-shirts, jeans purchased most among teenage girls
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- Figure 50: Type of clothing acquired by girls aged 12-17 in last 12 months, June 2012
- One quarter of all teens wear plus sizes, buy same items as non-plus size teens
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- Figure 51: Junior size 13/14 or larger acquired by girls aged 12-17, by type of clothing acquired in last 12 months, June 2012
- Retailers shopped for clothing
- Plus size teens choose similar retailers as their peers
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- Figure 52: Retailers shopped for clothing by girls aged 12-17, by acquired junior size 13/14 or larger, June 2012
- Teens’ attitudes toward clothes shopping
- Most plus size teens normally buy plus size clothing
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- Figure 53: Incidence of normally buying or recently started buying junior size 13/14 or larger by girls aged 12-17, June 2012
- Plus size teens have difficulty finding stylish clothes, look for new places to shop
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- Figure 54: Attitudes toward clothes shopping by girls aged 12-17, all vs. acquired junior size 13/14 or larger, June 2012
- Influences on clothing purchases
- Friends, moms influence girls’ clothing purchases
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- Figure 55: Influences on clothing purchases by girls aged 12-17, all vs. acquired junior size 13/14 or larger, June 2012
- Amount spent on clothing
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- Figure 56: Change in spending on clothing for girls aged 12-17, all vs. acquired junior size 13/14 or larger, June 2012
- Attitudes toward clothing retailers
- Plus size shoppers less satisfied with clothing selections
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- Figure 57: Attitudes toward the selection of clothes available at clothing retailers by girls aged 12-17, all vs. acquired junior size 13/14 or larger, June 2012
- Teens’ attitudes toward clothing
- Teens across all sizes agree that the clothing they wear is stylish
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- Figure 58: Attitudes toward clothing by girls aged 12-17, all vs. acquired junior size 13/14 or larger
Impact of Race/Hispanic Origin
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- Key points
- Black women most likely to buy plus size clothing compared to other groups
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- Figure 59: Sizes of women’s clothing bought for self and others, by race/Hispanic origin, July 2012
- Similar retail preferences among women in all groups
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- Figure 60: Retailers shopped for plus size clothing, by race/Hispanic origin, July 2012
- Across all groups, plus size women normally buy plus size clothing
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- Figure 61: Incidence of normally buying or recently started buying, by race/Hispanic origin, July 2012
- Women of all races/ethnicities prefer to shop at stores with plus size and non-plus size departments
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- Figure 62: Preference for specialist plus size stores vs. mainstream stores with plus size ranges among plus size shoppers, by race/Hispanic origin, July 2012
- Hispanics more likely than other women to buy items in many categories
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- Figure 63: Apparel and accessory items bought by overweight women in past 12 months, by race/Hispanic origin, January 2011-March 2012
- Overweight Hispanic women are more interested in fashion, others seek comfortable classic styles
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- Figure 64: Importance of clothing and retailer attributes when shopping for clothing, by overweight women, by race/Hispanic origin, January 2011-March 2012
- Non-Hispanic women more price sensitive than Hispanic women
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- Figure 65: Overweight women’s attitudes/opinions about shopping, by race/Hispanic origin, January 2011-March 2012
Key Driver Analysis
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- Figure 66: Key driver analysis of plus size clothing purchases, June 2012
- Methodology
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Correspondence Analysis
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- Methodology
- Kohl’s and Sears offer good quality; Target and Walmart are practical
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- Figure 67: Correspondence analysis for retailers based on perception of plus size clothing range, July 2012
- Figure 68: Attributes of product selection at retailers, July 2012
Custom Groups
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- Obese/extremely obese women most likely to buy plus size clothing
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- Figure 69: Sizes of women’s clothing bought for self and others, by BMI, July 2012
- Different retailer choices among overweight and obese women
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- Figure 70: Retailers shopped for plus size clothing, by BMI, July 2012
- Obese/extremely obese women dissatisfied with clothing selection at retailers
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- Figure 71: Attitudes toward the selection of clothes available at clothing retailers, by BMI, July 2012
- Most women loyal to same stores when shopping for clothing
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- Figure 72: Attitudes toward shopping for clothing, by BMI, July 2012
Appendix—Other Useful Consumer
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- Women’s clothing purchases—for self and others
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- Figure 73: Sizes of women’s clothing bought for self and others, by marital/relationship status, July 2012
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- Figure 74: Sizes of women’s clothing bought for self and others, by household size, July 2012
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- Figure 75: Sizes of women’s clothing bought for self and others, by employment, July 2012
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- Figure 76: Sizes of women’s clothing bought for self and others, by region, July 2012
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- Figure 77: Sizes of women’s clothing bought for self and others, by generation, July 2012
- Reasons for not buying plus size clothing
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- Figure 78: Reasons for not buying women's clothing size 14 or larger, by household income, July 2012
- Retailers shopped for plus size clothing
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- Figure 79: Retailers shopped for plus size clothing, by marital status, July 2012
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- Figure 80: Retailers shopped for plus size clothing, by household size, July 2012
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- Figure 81: Retailers shopped for plus size clothing, by employment, July 2012
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- Figure 82: Retailers shopped for plus size clothing, by region, July 2012
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- Figure 83: Retailers shopped for plus size clothing, by generation, July 2012
- Preference for specialist plus size stores vs. mainstream stores with plus size ranges
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- Figure 84: Preference for specialist plus size stores vs. mainstream stores with plus size ranges, among plus size shoppers, by marital status, July 2012
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- Figure 85: Preference for specialist plus size stores vs. mainstream stores with plus size ranges, among plus size shoppers, by household size, July 2012
- Clothing items purchased
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- Figure 86: Apparel and accessory items bought by overweight women in past 12 months, by age, January 2011-March 2012
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- Figure 87: Apparel and accessory items bought by overweight women in past 12 months, by household income, January 2011-March 2012
- Incidence of normally buying or recently started buying plus size clothing
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- Figure 88: Incidence of normally buying or recently started buying plus size clothing, by marital status, July 2012
- Attitudes toward shopping for clothing
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- Figure 89: Overweight women’s attitudes/opinions about shopping, by age, January 2011-March 2012
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- Figure 90: Overweight women’s attitudes/opinions about shopping, by household income, January 2011-March 2012
- Importance of attributes when shopping for clothing
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- Figure 91: Overweight women’s attitudes/opinions about apparel, by age, January 2011-March 2012
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- Figure 92: Overweight women’s attitudes/opinions about apparel, by household income, January 2011-March 2012
Appendix—Trade Associations
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