Author: Mintel Group Ltd.
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Plus Size Teens and Women - US - November 2009

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising videos
Abbreviations and terms
EXECUTIVE SUMMARY
The market declines as the recession takes a toll
Competitive context
Companies vie for web-savvy customers
Focus on fashion heats up competition
Universal sizing represents key opportunity to increase sales
Mass stores appear to be the most used
Market directly driven by obesity rates, female population growth
Top companies and their brand strategies
Advertising and promotion—a few celebrities, but mostly online efforts
Plus size shoppers report fewer purchases
INSIGHTS AND OPPORTUNITIES
The search for the right fit
Using satisfied customers as mentors/marketers to the unsatisfied
INSPIRE TRENDS
 REDEFINING NEED AND WANT
Need-based vs. desire-based retailing
Make them want it by making them feel good
More women will want quality over quantity
 STRESS SOCIETY
What's it about?
What we've seen
Specifics
Implications
MARKET SIZE AND FORECAST
Key points
Economic crisis causes sales to decline
Emphasis on fashion may help decelerate losses
Media focus on full-figured women highlights plus size
Sales of plus size clothing in the U.S.
Figure 1: U.S. sales and forecast of plus size clothing, at current prices, 2004-14
Figure 2: U.S. sales and forecast of plus size clothing, at inflation-adjusted prices, 2004-14
COMPETITIVE CONTEXT
The battle for internet-savvy customers
Lane Bryant tries to keep pace with younger-skewing brands
The ongoing recession directly impacts sales
RETAIL CHANNELS
Key points
Mass merchants
Department stores
Specialty retailers
Online retailers
MARKET DRIVERS
Rate of overweight/obese in the U.S. drives sales…
Figure 3: Percentage of Americans aged 20 or older who are overweight, obese, or extremely obese, 1996-2006
…yet obesity also signals lower income, which likely hinders spending
Adult female population grows between 2004 and 2014; female teen population flatlines
Figure 4: Plus size clothing purchased in the past 12 months, by age, 2005-09
Figure 5: Female population, by age, 2004-14
LEADING COMPANIES
Key points
Overview
Redcats
Charming Shoppes, Inc.
Hanesbrands, Inc.
Hot Topic, Inc.
Urban Brands
BRAND QUALITIES
Torrid and Faith 21 appeal to fashion-conscious teens and women, but Faith 21 wins the price war
Redcats caters to various age and income groups with a range of diverse brands
INNOVATION AND INNOVATORS
Ashley Stewart collaborates with Jill Scott for the Butterfly Collection
Lane Bryant implements instant messaging promotions
ADVERTISING AND PROMOTION
Overview
Web marketing
Charming Shoppes
Redcats
Hot Topic
Hanesbrands
Urban Brands
Lane Bryant TV ads
Figure 6: Lane Bryant, 2008
Figure 7: Lane Bryant, 2009
PURCHASERS OF PLUS SIZE CLOTHING
Key points
Purchases are down, but middle-aged and older women buy more than younger women
Figure 8: Plus size clothing purchased in the past 12 months, by age, 2005-09
Figure 9: Plus size clothing purchased in the past 12 months, by age, August 2009
RETAIL LANDSCAPE
Key points
Mass merchandisers are used most for plus size purchases
Figure 10: Sources of plus size clothing purchased in the past 12 months, by age, August 2009
Women buy via the web less than in-store, but internet retailing has its pluses
Figure 11: Sources of plus size clothing purchased online in the past 12 months, by age, August 2009
CHANGING WHERE YOU SHOP
Key points
Most switch due to affordability, age-appropriateness
Figure 12: Changing where you shop for plus size clothing, by age, August 2009
ATTITUDES TOWARDS PLUS SIZE SHOPPING
Key points
Fit remains the biggest problem
Figure 13: Attitudes towards plus size clothing—agree, by age, August 2009
Respondents are split over whether selection has improved
Figure 14: Perceptions of change in plus size apparel, by age, August 2009
WAYS TO IMPROVE
Key points
Most say plus size can improve greatly
Figure 15: Typical plus size shopping experience, by age, August 2009
The path to improvement
Figure 16: Thoughts on improving shopping for plus size clothing, by age, August 2009
Underwear selection appears to lack sex appeal, but some find them easier to buy than outerwear
Figure 17: Attitudes toward plus size underwear—agree, by age, August 2009
TEENS
Key points
Teens, like adults, mostly buy at mass and department stores
Figure 18: Plus size clothing purchased in the past 12 months—teens, by age, August 2009
Teens shop online less than in-store
Figure 19: Plus size clothing purchased online in the past 12 months—teens, by age, August 2009
Teens switch stores less than adults do
Figure 20: Changing where you shop for plus size clothing—teens, by age, August 2009
Teens deal with same fit dilemma that adults do
Figure 21: Attitudes towards plus size clothing—teens—agree, by age, August 2009
Teens perceive more selection and style improvements than adults…
Figure 22: Perceptions of plus size clothing selection—teens, by age, August 2009
…yet stores still have a long way to go
Figure 23: Attitudes towards shopping for plus size clothing—teens, by age, August 2009
Plus size teens voice improvements that are similar to those of adults
Figure 24: Thoughts on improving shopping for plus size clothing—teens, by age, August 2009
Teens demand more selection of underwear than adults, but also find it easier than adults to find underwear than clothing
Figure 25: Attitudes toward plus size underwear—teens—agree, by age, August 2009
RACE AND HISPANIC ORIGIN
Key points
Black women reduce their purchases
Figure 26: Plus size clothing purchased in the past 12 months, by race and Hispanic origin, 2008 and 2009
Retail landscape among ethnicities
Figure 27: Sources of plus size clothing purchased in the past 12 months, by race and Hispanic origin, August 2009
All ethnicities are less likely to shop online
Figure 28: Sources of plus size clothing purchased online in the past 12 months, by race and Hispanic origin, August 2009
Blacks, Hispanics most likely to switch retailers based on price, age-appropriate styles
Figure 29: Changing where you shop for plus size clothing, by race and Hispanic origin, August 2009
Black women are the least likely to complain about fit, most excited about new selections
Figure 30: Attitudes towards plus size clothing—agree, by race/Hispanic origin, August 2009
Black women appear most satisfied with their plus size shopping experiences
Figure 31: Attitudes towards plus size clothing shopping—agree, by race/Hispanic origin, August 2009
Ethnic opinions about ways to improve
Figure 32: Thoughts on improving shopping for plus size clothing, by race/Hispanic origin, August 2009
CLUSTER ANALYSIS
Full-handed Shoppers
Characteristics
Recommendations
Dissatisfied Fashion-seekers
Characteristics
Recommendations
Dissatisfied and Unengaged
Characteristics
Recommendations
Characteristic tables
Figure 33: Plus size clusters, August 2009
Figure 34: Attitudes towards plus size clothing—agree, by plus size clusters, August 2009
Figure 35: Perceptions of change in plus size apparel, by plus size clusters, August 2009
Figure 36: Typical plus size shopping experience, by plus size clusters, August 2009
Figure 37: Thoughts on improving shopping for plus size clothing, by plus size clusters, August 2009
Figure 38: Changing where you shop for plus size clothing, by plus size clusters, August 2009
Figure 39: Attitudes toward plus size underwear—agree, by plus size clusters, August 2009
Demographic tables
Figure 40: Plus size clusters, by age, August 2009
Figure 41: Plus size clusters, by income, August 2009
Figure 42: Plus size clusters, by race, August 2009
Figure 43: Plus size clusters, by Hispanic origin, August 2009
Figure 44: Plus size clusters, by marital status, August 2009
Cluster methodology
CUSTOM CONSUMER GROUPS
Key points
Moms are excited about new styles, but availability lags
Figure 45: Attitudes towards plus size clothing—agree, by presence of children, August 2009
Moms say style and selection has improved…
Figure 46: Perceptions of change in plus size apparel, by presence of children, August 2009
…but they still want fashion and racy styles
Figure 47: Thoughts on improving shopping for plus size clothing, by presence of children, August 2009
Moms want to be sexy and supported
Figure 48: Attitudes toward plus size underwear—agree, by presence of children, August 2009
APPENDIX: OTHER USEFUL CONSUMER TABLES
Purchasers of plus size clothing
Figure 49: Plus size clothing purchased in the past 12 months, by income, 2009
Retail landscape
Figure 50: Sources of plus size clothing purchased in the past 12 months, by income, August 2009
Attitudes towards plus size shopping
Figure 51: Perceptions of change in plus size apparel, by income, August 2009
Ways to improve
Figure 52: Typical plus size shopping experience, by income, August 2009
Figure 53: Thoughts on improving shopping for plus size clothing, by income, August 2009
Figure 54: Attitudes toward plus size underwear—agree, by income, August 2009
APPENDIX: TRADE ASSOCIATIONS

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