Retailers Adopt New Outlook on Plus-Size Apparel

When one thinks of fashion, the usual image that pops in one's head for the most part is the duplicate images of  high glossy pages of magazines or pictures on Instagram of thin tall attractive models wearing the lates designs. However, American tastes and waistlines have drastically changed in the last twenty years. Meanwhile, the fashion sector along with the retail industry have slowly evolved in catering to the average American who so happens to be heaver than a small or medium in clothing size. According to the government health statistics more than 70% of the American population since 2014 are considered to be overweight some even obese. An interesting finding is that the female average waistline is 38 inches and sizes 14 through 16 are the norm. Unfortunately, the retail industry since long has forgotten or neglected this customer demographic group. 

However, with Amazon.com sweeping in revenues in the plus-size markets, retail giants with the like of Nordstrom and Target have taken close notice. Nordstrom has recently added approximately 100 new brands specializing in plus-sizes including Gucci. Target Stores has done the same incorporating and diversifying the plus-size department in 300 stores into the regular woman's section including displaying plus-size mannequins that will show sizes 4 to 22. In addition Target is also catering to the plus-size man offering the big and tall line. REI an outdoor retailer has also joined in on the action to offer confortable clothing for the more active plus-size customer.

I chose this article since the topic hits home for me, in the past 6 years I have put on a significant amount of weight due to health issues, I went from a size 4 to my current 16 and I have had a hard time finding nice stylish or trendy clothing in my size. Now thanks to these retailers taking action, I now look forward to going shopping soon!

Analyzing this interesting article in the marketing perspective, I can identify that Nordstrom, Target, and REI have all identified a target market sector (plus-size customer) in the marketing mix along with a need for a product (plus-size clothing) to satisfy a need for those customers who feel left out and also bring in more revenues.

Link: Once Shunned, Plus Sizes Embraced by Stores