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PLUS SIZE FASHION IS THE $9 BILLION BUSINESS EVERYBODY IS IGNORING

By Anna Quintana

Now, we don’t have a business degree, but we think a $9 billion market is worth investing in.

However, that is just how much plus-size fashion was worth in 2014, and yet retailers are still ignoring the demographic.

According to Business Insider, retailers are not listening to the stats, including the fact that the average woman in America is a size 14, with plus sizes usually running between 14 to 34.

Retailers from Victoria’s Secret, Target and Ambercrombie & Fitch have all come under fire for their lack of plus-size offerings, and lets not forget about the body shaming fiasco that was caused by Victoria Secret’s ‘Perfect Body’ campaign. 

Another factor that retailers are ignoring: plus-size women are willing to spend more and do spend more than ‘straight-size women’.

So why are retailers failing when it comes to their plus-size offerings? According to one expert, it can be fear.

“Now, there’s two dimensions of this fear: It could be fear of [fat, like] …because of the stigma,” said Amanda Czerniawski, professor at Temple University and former plus-size model. “That failure to create flattering designs for these kinds of different bodies — and part of it is the fact many of these designers, when they go to design school, they’re not taught to make clothes for plus-size bodies.”

And while many retailers sell plus-size options online, in store there is still a serious shortage.

In our recent interview with celebrity stylist Timothy Snell, he pointed out the serious lack of offering when it comes to the plus-size section of department stores.

“If you walk through department stores, you probably see 2,000 different collections for different designers and then you go upstairs and its dismal in the plus size department,” Snell said. When curvy women know that they can walk into a department store and know they can have more than two options available to them.”

Thanks to plus-size bloggers and models such as Gabi Fresh, Ashley Graham, Tess Holliday and Nadia Aboulhosn, it is only going to be a matter of time before retailers realize the huge gap in their business strategy.

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