In the last few years, there’s been a rising trend of body positivity among individuals, when an increase in confidence among plus-size womenfolk has given way to a surge in a number of promotional campaigns and fashion advertisements, specifically in prominent magazine shields including Glamor, Elle, Cosmopolitan, Vogue, and many more. This, in turn, has propelled the growth of the plus-size clothing market in more than one way. At the same time, enriched public perception of plus-size consumers buoyed by celebrities has invigorated individuals to clinch their image, which has supplemented the growth yet more.
According to a recent report published by Allied Market Research, the global plus-size clothing market is projected to portray a huge CAGR from 2021 to 2027.
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A number of surveys have been conducted in this regard and it’s revealed that there’s been a significant rise in obesity among the millennial across the world, which in turn has come out as one of the main driving factors for the women’s plus size clothing segment. As per the report published by the World Health Organization, in 2018, nearly two billion adults were obese 2016 out of which thirty-nine percent were women. On the other hand, sedentary yet hectic lifestyles are the major reasons behind obesity. Even, teenagers and children were not out of this ambit. In 2016, more than forty-one billion kids under the age of five were found unnecessarily bulky and more than three-forty billion children and teenagers aged between five and nineteen years were overweight.
Manufacturers, nowadays, are taking recourse to a number of strategies such as product launches, online development, and acquisition to strengthen their position in the industry. For example, the renowned Swedish company H&M (Hennes & Mauritz) hurled its e-commerce wing in India, in the year 2018. With the induction of this new brand, H&M came out as the first retailing line after the brand Zara to secure its place in online retailing set-ups in the country.
On the other hand, Tommy Hilfiger teamed up with Zendaya Collection, in the first quarter of 2019. The Partnership intends to multiply the business of Tommy Hilfiger by heightening its product portfolio for plus-sized casual wear, sportswear, or formal wear. At the same time, the company also preferred to choose plus-sized replicas and prototypes that slew the collection range of Zendaya and Tommy Hilfiger on a runway in Paris. The new product range by the two eminent brands took in maxi patent leather fleeces, wide pants, and denim skirts.
Another prominent name Only happened to acquire Carmakoma, another Denmark-based renowned plus-size Clothing brand, in 2018. With the acquirement, Only aimed to multiply its foothold in the plus-size clothing industry and trail through the newest trends. After the acquisition, the brand’s name was changed to Only Carmakoma.
