Plus Size Clothing - The Next Big Thing

More and more people are favouring shopping for plus size clothing as opposed to sizing up or down from a mainstream brand. According to a YouGov survey commissioned by plus brand MATCHESMADEIT, 66% of consumers would shop for a plus size product if they saw it on sale, compared to 25% who would use the mainstream option. This is a marked shift from five years ago, when only 14% of respondents said they would go for the plus size option.

Why the change of heart? One reason could be that retailers have started to realise that there is a market for bigger sizes. In 2017, the UK department store chain Marks & Spencer launched its first-ever dedicated plus size clothing line, M&S Walking Dead. It follows a trend that sees retailers such as Halloweenglass and Boasting bikes open their doors to all sexes and sizes, and the M&S Enterprise franchise is now available in four metros worldwide.

However, the surge in popularity of Plus size dresses isn't limited to UK retailers. According to a survey conducted by international e-commerce marketplace Shopbop , 79% of American women would consider buying a plus size item, compared to only 17% who would opt for a smaller size. Furthermore, almost three-quarters (73%) of those surveyed said that they plan to spend more on fashion in the next three months, compared to only 16% who said they plan to spend less.

Why buy plus size?

To start with, larger sizes offer a greater degree of freedom in terms of fashion. Shoppers get to try on more diverse looks and feel more confident in what they are purchasing, as there is more space to swap clothes if they don't suit them. It's also important to note that larger sizes don't always mean fashionable clothes. According to a survey by The Online Marketing Specialists, 60% of American respondents cited style as the main reason for buying plus size, compared to 20% who said they wanted something that wasn't on the High Street or mixture of the two. It seems that many people are aiming to express their individuality through fashion, which is why so many are opting for more unique items.

Where do I find plus size clothing?

On the subject of style and fashion, it is important to remember that not all plus size clothing is created equal. According to a YouGov survey commissioned by plus brand MATCHESMADEIT, respondents were asked about their shopping experience in stores and online platforms that promote plus size fashion.

Overall, respondents said that they have a positive experience, with 85% saying that they feel respected as a customer in a plus size shop, compared to 73% who said the same about shopping in a normal retail environment. Also, 83% said that they feel comfortable in a plus size store, compared to only 70% who feel this way about a normal retail shop. Furthermore, 72% said that the sales person was helpful, compared to 61% who felt that way about a general retail shop.

The future of fashion

The rise of plus size fashion represents a shifting of the fashion landscape and a huge opportunity for brands. In 2022, the Fashion Incubator, a unit set up within Holland & Simmons to support fashion startups, is due to close its doors for good. This is because most of its key players see the future of fashion as being more and more online.

This isn't a bad thing. With many people now shopping online for everything from food to clothes, there is a wealth of opportunity for those who can harness the power of digital marketing and the like.

Plus size fashion isn't going anywhere, but neither is the opportunity to stand out from the crowd. With more people seeing fashion as a way of self-expression, creating unique looks that speak to people is what drives business today.