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Plus Size Teens and Women - US - November 2008

SCOPE AND THEMES
Definition
Consumer data sources
Abbreviations
Terms
EXECUTIVE SUMMARY
Market size
Under-served market has proven a growth opportunity for some
Continued growth faces challenges on several fronts
Many competitors, but lack of critical mass makes shopping difficult
Key competitors crowd the middle market…and middle age
Plus size apparel has at least some presence in all major retail channels
Overweight and obesity rates have risen sharply over the years, but may be starting to level off
Obesity on the rise among teen girls
Being overweight may be gaining in acceptability
Fitful progress on fit
Limited advertising and promotion
Nearly half of women aged 18+ purchase size 14+ clothing
INSIGHTS AND OPPORTUNITIES
Different retail channels offer different paths to plus size growth
Department stores
Mass merchants
Specialty stores
MARKET SIZE AND FORECAST
Key points
Under-served market has proven a growth opportunity for some
Continued growth faces challenges on several fronts
Figure 1: U.S. sales and forecast of plus size clothing, at current prices, 2003-13
Figure 2: U.S. sales and forecast of plus size clothing, at inflation-adjusted prices, 2003-13
COMPETITIVE CONTEXT
Many competitors, but lack of critical mass makes shopping difficult
Anything but clothes
Key competitors crowd the middle market…
…and middle age
RETAIL CHANNELS
Key points
Mass merchants
Department stores
Kohl’s and JCPenney
Macy’s
Specialty retailers
Online sales
MARKET DRIVERS
Overweight and obesity rates have risen sharply over the years…
Figure 3: Prevalence of overweight or obesity among American women, by age, 1976-80, 1998-94, and 1999-2002
Figure 4: Prevalence of obesity among American women, by age, 1976-80, 1998-94, and 1999-2002
…but may be leveling off, at least for women
Obesity on the rise among teen girls
Figure 5: Prevalence of overweight among American girls, by age, 1976-80, 1998-94, and 1999-2002
Overweight and obesity moving closer to becoming an accepted norm
Spending on clothing also increases with age
Figure 6: Average annual expenditures on apparel and services, by age, 2006
Subtle shifts in population composition may alter the focus of the market
Figure 7: Population, by age, 2003-13
LEADING COMPANIES
Overview
Charming Shoppes
Figure 8: Charming Shoppes’ three leading retailers, by demographic target and merchandise details
Redcats USA
Urban Brands
Hot Topic, Inc.
Hanesbrands Inc.
BRAND QUALITIES
Few distinctive brands…
…with a couple of notable exceptions
Torrid gives plus size teens a style all their own
Ashley Stewart
INNOVATION AND INNOVATORS
Fitful progress on fit
Igigi myShape
Charming Shoppes Right Fit
Fitlogic from Fit Technologies
FAST FORWARD TRENDS
 THE REALISTIC VIRTUAL EXPERIENCE
What’s it all about?
 THE VIRTUAL “YOU”
ADVERTISING AND PROMOTION
 OVERVIEW
Torrid
Ashley Stewart
Macy’s
Lane Bryant
Figure 9: Lane Bryant catalog TV ad, 2008
USAGE
Nearly half of women aged 18+ purchase size 14+ clothing
Figure 10: Plus size clothing purchased in the past 12 months, by age, September 2008
Figure 11: Plus size clothing purchased in the past 12 months, by household income, September 2008
Figure 12: Plus size clothing purchased in the past 12 months, by region, September 2008
RETAIL LANDSCAPE
Wal-Mart leads all other outlets for size 14+ clothing
Younger shoppers shop more places
Figure 13: Sources of plus size clothing purchased in the past 12 months, by age, September 2008
Higher-income shoppers visit more stores…including Wal-Mart
Figure 14: Sources of plus size clothing purchased in the past 12 months, by household income, September 2008
ATTITUDES TOWARDS PLUS SIZE SHOPPING
Attitudes towards plus size clothing: frustration with fit and style
Figure 15: Attitudes towards plus size clothing, agree, age, September 2008
Figure 16: Attitudes towards plus size clothing, agree, by household income, September 2008
No consensus on whether offerings and selection are really improving
Figure 17: Perceptions of change in plus size apparel, by age, September 2008
WAYS TO IMPROVE
Plenty of room for improvement in the plus size shopping experience
Figure 18: Typical plus size shopping experience, by age, September 2008
Ways to improve plus size shopping
Figure 19: Thoughts on improving shopping for plus size clothing, by age, September 2008
Perception that retail stores are discontinuing plus size offerings
Figure 20: Awareness of discontinued plus size sections/lines, by age, September 2008
Plus size underwear shopping presents similar challenges, but may be a bit easier
Figure 21: Attitudes toward plus size underwear, by age, September 2008
TEENS
Plus size teens shop at the same stores as adults
Figure 22: Plus size clothing purchased in the past 12 months—teens, by age, September 2008
Teen attitudes toward plus size clothing
Figure 23: Attitudes towards plus size clothing—teens, agree, by age, September 2008
Teens express some optimism about improved selection
Figure 24: Perceptions of plus size clothing selection—teens, by age, September 2008
Teen plus size shopping experiences
Figure 25: Attitudes towards shopping for plus size clothing—teens, by age, September 2008
Ways to improve on plus size shopping
Figure 26: Thoughts on improving shopping for plus size clothing—teens, by age, September 2008
Figure 27: Awareness of discontinued plus size sections/lines—teens, by age, September 2008
Shopping for underwear a bit easier for teens
Figure 28: Attitudes toward plus size underwear—teens, by age, September 2008
RACE AND HISPANIC ORIGIN
More than half of black women purchase size 14+ clothing
Figure 29: Plus size clothing purchased in the past 12 months, by race/Hispanic origin, September 2008
Wal-Mart leads across ethnicities
Figure 30: Sources of plus size clothing purchased in the past 12 months, by race/Hispanic origin, September 2008
Frustration with plus size fit, style and shopping is universal
Figure 31: Attitudes towards plus size clothing, agree, by race/Hispanic origin, September 2008
Figure 32: Attitudes towards plus size clothing shopping, agree, by race/Hispanic origin, September 2008
Ways to improve plus size shopping
Figure 33: Thoughts on improving shopping for plus size clothing, by race/Hispanic origin, September 2008
CLUSTER ANALYSIS
General Storers
Who they are
Opportunity
Lovely Lanes
Who they are
Opportunity
Cluster characteristics
Figure 34: Plus size clusters, September 2008
Figure 35: Retail destinations for plus size clothing, by plus size cluster, September 2008
Figure 36: Attitudes towards plus size clothes shopping, by plus size cluster, September 2008
Figure 37: Attitudes towards recent plus size selection, by plus size cluster, September 2008
Figure 38: Typical plus size shopping experience, by plus size cluster, September 2008
Figure 39: Suggestions for plus size shopping improvements, by plus size cluster, September 2008
Figure 40: Awareness of discontinued plus size sections/lines by plus size cluster, September 2008
Figure 41: Attitudes towards plus size underwear, by plus size cluster, September 2008
Cluster demographics
Figure 42: Plus size clusters, by age, September 2008
Figure 43: Plus size clusters, by household income, September 2008
Figure 44: Plus size clusters, by race, September 2008
Figure 45: Plus size clusters, by Hispanic origin, September 2008
Methodology
APPENDIX: OTHER USEFUL CONSUMER TABLES
Figure 46: Plus size clothing purchased in the past 12 months, by region, September 2008
Figure 47: Attitudes towards shopping for plus size clothing, by household income, September 2008
Figure 48: Attitudes toward plus size underwear, by household income, September 2008
APPENDIX: TRADE ASSOCIATIONS

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