(But Can’t Afford To Much Longer)

Even though consumers in the U.S. spend over $32 billion annually on apparel, the plus size demographic continues to be overlooked by the majority of the mainstream fashion industry. According to data from the NPD Group, the plus size market has expanded faster than traditional size categories since the pandemic, yet representation remains scarce, choices are limited, and visibility in marketing campaigns is still inadequate.

As someone who experiences this daily (we see you, sis), you understand how draining it can be to settle for less. With countless brands flooding the market with sizes 0 to 12, there exists a significant gap for individuals over a size 14. The fashion industry’s refusal to adequately cater to the plus size fashion sector has transcended mere frustration and transformed into a glaring missed financial opportunity.

Understanding the Financial Impact of the Plus Size Fashion Industry

According to Statista, the U.S. women’s plus size apparel market was valued at $32.6 billion in 2021 and is projected to soar to $47.5 billion by 2026. While total apparel sales are expected to increase by approximately 2% annually, the plus size category is forecasted to grow even faster at a remarkable 5.9% per year (as noted by Allied Market Research).

To put it simply, our spending power is significant and ready to be tapped into—those brands that recognize this are already enjoying the rewards of their foresight.

As Catherine Moellering of the TOBE Report insightfully stated:

“There are a lot of dollars in these consumers’ wallets that aren’t getting counted. If you build it, they will come.”

…And We Have Arrived.

Brands like Torrid, Lane Bryant, Ashley Stewart, and Eloquii (which made a strong comeback after a brief hiatus) have demonstrated that catering to the plus size consumer is not only beneficial for public relations but also a smart business strategy. Online retailers such as Dia & Co, OneStopPlus, and Girlfriend Collective are revolutionizing the shopping experience for plus size individuals by emphasizing inclusivity, sustainability, and stylish options.

However, significant challenges remain—particularly in the realms of plus size luxury and contemporary fashion. Despite commendable efforts from designers such as JIBRI, Sante Grace, Tamara Malas, GIA/IRL, Pari Passu, byVinnik, and BAACAL, the luxury plus size segment is still vastly underserved and underfunded. Only a select few heritage luxury brands like Marina Rinaldi and Elena Mirò have consistently prioritized curvier customers, and they are thriving on an international scale.

So, what’s hindering everyone else from joining this lucrative market?

Identifying the Barriers: The Reality Behind Plus Size Design

Let’s clarify: Designing for plus size isn’t simply about “making it bigger.” It necessitates specialized skills, expertise in pattern grading, and a willingness to invest in a body type that has historically been neglected in design discussions. However, let’s not kid ourselves—brands can certainly figure this out; they just haven’t made it a priority.

In contrast, those few brands that have prioritized this focus have earned our loyalty, our financial support, and our enthusiastic word-of-mouth recommendations.

Moreover, we cannot overlook the in-store experience. While online shopping has provided us with options we once only dreamed about—from glamorous gowns to trendy activewear—there remains an unparalleled joy in being able to try it on and leave the store with instant satisfaction. This is why we launched our Plus Directory. Retailers that invest in brick-and-mortar experiences, like Savage x Fenty, Good American, and Universal Standard, are redefining what it means to shop while curvy and elevating industry standards.

Strategies for Successfully Entering the Plus Size Fashion Market

For every brand looking to break into this vibrant market, here’s the essential advice:

Begin with intention, respect, and strength.

There’s no need to launch a massive collection overnight. However, it is crucial to make us feel acknowledged. Start with a carefully curated capsule collection. Provide a few standout pieces in extended sizes. Ensure the fit and fabric quality are impeccable (because we can easily spot when corners are cut). Involve us in your design process, listen to fit testers, and, importantly—show us in your marketing efforts.

Building representation fosters trust. Trust cultivates loyalty. And loyalty generates empires.
(Just ask Lena Bryant.)

Which Brands Are Leading the Way in Plus Size Fashion?

Brands such as ASOS Curve, Good American, Universal Standard, and Eloquii may not be perfect, but they excel in one key area: they listen, adapt, and implement changes that demonstrate that style, fit, and representation can coexist. These brands do not merely extend sizing—they cultivate inclusive communities.

On the flip side, brands that fail to adapt are becoming cautionary tales about the consequences of neglecting a passionate, underserved, and style-hungry consumer base. (RIP WHBM’s plus size initiative—may others learn from your missteps.)

Final Thoughts—Boldly Embrace the Plus Size Fashion Movement

If you’re in the fashion world and ignoring plus size customers, you’re not truly in fashion—you’re in denial.

The plus size fashion industry is far from a “niche” market; it is, in fact, the majority. Over 68% of American women wear a size 14 or larger (according to the CDC). The demand is not only significant but also loyal and lucrative.

Therefore, to every designer, buyer, investor, and brand executive reading this, the time to cater to us is now. We don’t just want more options; we deserve more.

And to all the curvy babes out there: Keep demanding excellence. Keep shopping smart. Keep being unapologetically YOU.