Have you ever experienced a frustrating visit to the dressing rooms, only to find that the clothing didn’t fit as you had hoped? Perhaps you had to resort to ordering clothes online, only to discover that even those didn’t fit quite right due to the absence of your size in physical stores. This is a common dilemma faced by plus size shoppers, highlighting a significant issue in the fashion industry. Fortunately, Professor Mallorie Dunn has taken a closer look at the data surrounding these challenges to shed light on this pressing issue.
Professor Dunn, the visionary owner and designer of SmartGlamour, also serves as an esteemed professor at the Fashion Institute of Technology. With a rich academic background from both FIT and Pratt Institute, she has been a passionate advocate for inclusive fashion for over a decade. Her commitment to ensuring that clothing is accessible to everyone is matched by her understanding of the unique shopping challenges faced by the plus size community. This blend of experience has equipped her to address the pressing issues in the fashion realm effectively.
Utilizing her extensive experience in the industry, along with years of running her own inclusive clothing brand and educating aspiring fashion designers, Dunn secured a grant from FIT to conduct crucial research. This study aimed to uncover the underlying issues affecting plus size shoppers and how clothing brands approach this demographic. Through her investigation, she sought to identify the real barriers that prevent plus size individuals from finding clothing that fits them well.
In-Depth Analysis of the Challenges Faced by Plus Size Shoppers
Dunn began her research with a surprising statistic: between 67% and 72% of women and those who identify as femme wear plus sizes. This statistic indicates that a substantial portion of women’s clothing is being worn by individuals who fall into the plus size category. Despite this, the clothing industry has yet to adequately cater to their needs, underscoring the flaws within the current system.
In her study, Dunn collaborated with 300 participants who purchase women’s apparel, encompassing sizes from XL to 14X. This diverse sample provided a comprehensive view of the plus size category. Throughout her analysis, she discovered a troubling trend: as sizes increase, the accompanying measurements, including length, often do as well. However, this doesn’t hold true for every individual needing larger sizes, especially regarding their height.
For instance, gaining just five pounds and requiring a larger pair of jeans does not necessitate a longer leg length, as the person has not grown taller. Unfortunately, this is a common misconception driving the design of many plus size garments, leading to ill-fitting clothing that fails to meet the needs of consumers.
Dunn’s findings revealed that many clothing brands do not invest the necessary time and resources to accurately measure the plus-size community, which results in garments that do not fit well. She also gathered insights on shoppers’ attitudes toward the shopping experience, which were generally negative.
The majority of participants expressed a preference for shopping online due to the lack of size availability in physical stores. Additionally, Dunn discovered that various brands cater to different body shapes, which adds another layer of complexity for plus size shoppers. For example, she noted that Levi’s 1X and 2X sizes are designed for a pear-shaped silhouette, while their 3X sizes accommodate a more rectangular body shape. This inconsistency across brands complicates the shopping experience for individuals seeking clothing that fits properly.
When Dunn inquired about shoppers’ priorities while purchasing clothing, she found that surprisingly, price was not the top concern. Instead, shoppers prioritized fit above all else. Furthermore, when asked about items they wished to see discontinued, the ubiquitous cold-shoulder top ranked as the most disliked item among participants.
Ultimately, plus size shoppers desire a diverse range of styles and a good fit. Not every individual has the same taste, body shape, budget, or access to stores, yet many share a collective hope for the future of plus size fashion.
Dunn has ignited a critical conversation that has long awaited attention. Her research and findings will be made available at the Fashion Institute of Technology for those conducting inquiries in the field of fashion and plus size shopping. It is imperative that clothing be made accessible for all sizes in-store, accommodating various body shapes and ensuring accurate measurements that truly fit people’s bodies.
