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Plus Sizes for the Club: Catering to a Sizeable Consumer Market

Fashion industry players will be missing a large chunk of sales if they ignore the growing trend of plus sizes for the club of large men and women consumers out there.

There are several stores for plus size people, but there seems to be still a big lack of these. Not much attention is paid to this special group of large size individuals, and that is a big mistake. Retail clothing for plus-size men and women is a 26-billion-dollar niche that has not been fully sated by the fashion design industry. There is always a need for more, and better, ideas for plus size fashion. One particular need is for high-end fashion designs of plus sizes for the club.

Phyllis Borcherding, an assistant professor of fashion design at the University of Cincinnati, said, "I think the retail world is starting to realize that just because you're larger doesn't mean you [can't afford nice clothes]." It is a grave mistake to think this; there is a real world out there that's composed of a club of plus size men and women, and it should not be ignored. Offering plus sizes for the club thus makes very good business sense.

Plus size businessmen's and businesswomen's clothes, loungewear, and active sports wear for club members are lacking in the off-the-rack clothing stores. There are styles that would look good in slim people, but would need a slight alteration, not only in size but also in fabric print and cut style, for these to look good in plus size people.

Their being "plus-size" is a sensitive issue, though. Most plus size men and women don't want to think of themselves as plus-size. To get around this, it is wise for stores to offer clothing for all sizes -- from the slimmest to the largest figures in the market. It is really all a matter of attitude. It is not wise to call it by any name, e.g., "alternative sizing," "plus-size lines," etc. A kind approach to this sensitive issue would be to think that plus size men and women are not necessarily overweight; sometimes he/she is just larger than most.

Much more attention should be paid to plus sizes for the club members. They require their fashion design to be a little bit unique, but at the same time blending in with the other club members. They want to feel special, of course, as everyone does. Every man and woman have the right to feel and look good about themselves, and by giving large people the option to choose among attractive and stylish plus sizes for the club designs, fashion design experts, manufacturers and retailers can benefit from that most precious of all commodities -- customer loyalty.