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The Growing Market for Plus Size Fashion

The growing number of big size women has made the plus size fashion industry one of the fastest growing sectors in the clothing market. Now, more and more women size 12 and above are deciding that their size is no reason for them not to dress up. And fashion designers and retailers are happy to oblige them.

Two decades ago, the market for plus size fashion was practically non-existent. People think that bigger women are not, or should not be, interested in dressing up. This is not true anymore. Size 12 and above women consumers are now demanding fashionable clothing and accessories that fit their size and their tastes. From lingerie to shoes to clothes, big women are right up there with the willowy ladies when it comes to dressing up.

The growing problem of obesity has contributed to the strengthening of the fashion business catering to bigger women. More and more people are becoming overweight and these people, particularly women, have created a booming market that retailers are only too happy to serve. The idea that a full-bodied woman can be considered sexy has become acceptable within the last few years. The traditional definition of sexy is now being stretched to accommodate the sizes 12, 14 and above.

This growing acceptance of the beauty of plus-size women is aided by the personalities who carry themselves in such a way that makes them look sexy. Queen Latifah, arguably the icon of big size women, has redefined the definition of sexy in fashion. Before her emergence as one of the top stars in Hollywood, women of her size who wish to dress up are left to content themselves with drab, unflattering selections offered by fashion designers and retailers. But as this 5’10 actress and singer has demonstrated, being sexy does not only pertain to the size of the body but also to the way a woman carries herself.

The growing consumer power of the plus-size crowd has woken the fashion industry to the reality that big women also like to dress up. Fashion designers like Jean-Paul Gaultier and John Galliano were the first to take advantage of this emerging consumer group. In their Spring 2006 fashion shows in Paris, both designers include plus-size models and creations to their lineup.

Print ads, fashion shows and television have all taken advantage of the potential profits that can be gained from the growth of the plus size fashion business. As Queen Latifah has proven, it’s not the size or the shape of the body that matter most but the attitude.