Catering to the Plus Sizes

Today’s plus-size woman is too sophisticated and confident to let merchants offer her muu muus and frumpy frocks.

Today’s plus-size woman is too sophisticated and confident to let merchants offer her muu muus and frumpy frocks. She is demanding fashion to suit her taste and lifestyle, and she is finally getting it. Like Camryn Manheim, she knows who she is and feels secure in her femininity and size.

According to American Demographics, more than 40 million women in the U.S. alone are over size 14. They spend $25 billion a year on clothes, which totals a quarter of all clothing sales annually. That’s a lot of buying power!

Merchants have at last caught on to the potential profitability of catering to the plus-size market. Designers as well have begun to wake up to the challenge of fashioning unique designs for voluptuous women. Also, merchants and designers both are realizing that many of their potential customers are not only mature women, but young and hip.

Women of all ages, including young girls, want to be able to choose from a wide variety of fashionable apparel regardless of their size. They want color, cut, novelty, and style. They want to have the same range of selections as women in the missy and junior sizes.

It is still unfortunately true that plus-size women can find a better selection in large cities than in smaller towns and outlying areas. Even so, they have to know where the shops are that sell their size, and this can take some research. Many stores can’t afford to use retail space to stock special sizes.
 

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