In recent years, the plus-size fashion industry has undergone a transformative revolution, sparking pivotal shifts in societal perceptions, branding strategies, and consumer expectations. Examining the retail landscape, it’s evident that inclusivity has made a formidable mark, with plus-size lingerie mannequins standing proudly next to their standard-size counterparts. But this movement has become both a sentiment and a call to action backed by tangible change.
Several brands and retailers have seemingly cracked the code, deftly navigating the nuanced challenges of the plus-size market. However, achieving consistent success requires a strategic focus on specific areas, coupled with the flexibility to adapt.
Addressing the Core Challenges
The journey to launching successful plus-size collections is riddled with challenges. At the forefront is the issue of fit, especially in the lingerie segment. Brands tend to upscale sizes, but without a standardized grading system, the final product often underdelivers its promise. Additionally, the rapid-paced consumer culture doesn’t always afford new product launches the time they genuinely need to gain traction. Historically, the plus-size community has been conditioned to temper its retail expectations. This learned skepticism emphasizes the need for brands to effectively communicate the availability and benefits of their offerings. Lastly, the synchronization of marketing strategies with consumer needs is vital. A misalignment in timing or messaging can significantly hamper a product’s potential.
Recognizing the Boundless Potential
Embracing plus-size inclusivity is a lucrative market segment with undeniable potential. As per WWD’s findings, a staggering 67% of American women wear a size 14 or larger. The NPD Group has further illuminated this trend, revealing that the women’s plus-size market amassed a noteworthy $113.8 billion in sales over a year. Notably, intimate apparel constitutes a significant portion of these sales.
The Genesis of a Stellar Product
At the heart of any successful brand is a product that resonates with its target audience. For lingerie, this means ensuring impeccable fit, comfort, and durability. The intricacies of designing bras, especially for the plus-size market, are manifold. From preventing strap slippage to ensuring optimal support and incorporating sustainable materials, brands need to be acutely aware of their audience’s needs and preferences.
Dora Lau, founder of Dora L International, explains in an in-depth article in Fashion Manuscript, “There are many areas to think about when creating plus size bras. By working with experts as part of the in-house team, brands can benefit from a perfected grading system and the understanding of the engineering behind a great-fitting plus-size bra that also performs as expected. The plus size customer, first and foremost, requires a bra that offers support, lift, and shaping and is still appealing. These are all crucial for a wider band and/ or heavier bust, and the right fitting bra can significantly improve both shape under clothes and overall comfort.”
Adopting a Reverse Design Philosophy
A little-known strategy for success in the plus-size segment involves a reverse design approach. Instead of scaling up from standard sizes, start with designing for plus sizes and then adapt for the smaller sizes. This method ensures that the unique requirements and style elements of the plus-size demographic are not compromised.
Crafting Purposeful Products
The plus-size consumer’s needs are diverse and span across various categories. Whether it’s sports bras that minimize movement or lounge bras that maximize comfort, each product must be meticulously crafted to meet specific needs. Collaborating with experts can significantly enhance the product development process, ensuring that bras not only fit perfectly but also function optimally.
Bridging the Communication Gap
Engaging in meaningful communication is pivotal. Brands must understand that the plus-size community, having felt overlooked for years, seeks genuine representation and inclusivity. This means listening to their needs, collaborating with relevant influencers, and ensuring that marketing campaigns resonate deeply. An empowered customer is a loyal customer.
Charting a Vision for Tomorrow
Modern consumers, especially the younger demographic, align themselves with brands that reflect their values. This encompasses various facets, from sustainability and ethical practices to inclusivity and body positivity. Merging these aspects is the key to future success. Committing to the plus-size demographic, ensuring they feel valued, and consistently delivering on promises is the roadmap to sustained growth.
iDenfy partners with Plus Capital to automate compliance(Opens in a new browser tab)
In essence, the plus-size fashion industry’s journey, especially in the lingerie segment, is still unfolding. While the path may be strewn with challenges, the potential rewards are monumental. Brands that understand this and invest in fostering genuine connections with their audience are poised for unprecedented success.