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Published
May 30, 2017
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UK plus-size to surge as more young shoppers seek larger sizes

Published
May 30, 2017

The UK plus-size market has been growing fast during this decade and this year, 20% of all womenswear spending will be on plus-size garments. That’s £1 out of every £5, according to research and consulting firm GlobalData.


River island



The company’s latest report shows the market being driven by rising obesity levels with more retailers than ever recognising that women of all ages sized 18 and over have previously been under-served by the fashion sector, but now represent a major opportunity in an otherwise-challenging clothing market.

Due to retailer investment in new ranges, wider choice and improved accessibility online, plus-size expenditure has been boosted by £800m since 2012 with more launches by on-trend brands fuelling more interest in the sector, the report shows. With plus-size shoppers now expecting new looks to drop in-store as frequently as they do for smaller sizes, their fashion expectations have risen, as has their willingness to shop more and spend more.

And growth does not look like slowing down any time soon. GlobalData cited figures from the NHS’s Health Survey for England that showed 26.8% of females in the UK were either obese or morbidly obese in 2015. And it said obesity among younger consumers, specifically the 16-24 year-old group, increased sharply from 12.9% in 2014 to 15.9% in 2015.

The fast growth of the consumer base seeking larger sizes has prompted expansion by specialist retailers, but also by non-specialists, with some of the most dynamic names in UK fashion, such as such as boohoo.com, River Island and Quiz, launching plus size ranges. In March, Quiz entered the category in a deal with model and blogger Felicity Hayward.

The launch of such ranges has also been helped by the migration of consumers online, which is happening faster in Britain than in most other markets. Non-specialist retailers are therefore able to take a deep dive into plus-size via their e-stores, without having to dedicated extra square footage in-store and take space away from other top-selling categories.


Quiz



And GlobalData said that launches such as Victoria Beckham’s clothing collaboration with US retailer Target have helped to shine a high profile light on this clothing segment that remains niche for now but which may not stay niche for long if growth continues as it has done.

Kate Ormrod, Lead Retail Analyst at the research firm, said: “With improved availability and choice, plus size shoppers are better catered for than ever before. The overall investment in ranges has brought them up to par with core womenswear propositions in terms of regular newness and fashionability, and is helping to drive up purchase frequency and therefore spend.”

But Ormord also said that retailers need to make sure they engage closely with the plus-size customer and reflect her priorities, especially those targeting younger shoppers. She said: “With different body types now more socially accepted and, indeed, celebrated, youth fashion players must ensure that they are showcasing ranges on plus size models across their editorial content and social media activity, and harnessing the power of plus size bloggers to raise their profile. By doing this, retailers will drive customer engagement and remain top of mind amid growing competition.”

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