Sweat Rewards

Plus-Size Clothes

You dream of having a slim supermodel show off your clothing designs. But did you know that the retail clothes market for plus-sized women is $26 billion?

"[Plus-size] is a great market," says Phyllis Borcherding, assistant professor of fashion design at the University of Cincinnati. "There are all sorts of niche markets in the plus-size industry, [such as] high-end [clothes]. I think the retail world is starting to realize that just because you're larger doesn't mean you [can't afford nice clothes]." Think plus-size businesswomen's clothes as well as loungewear and activewear, says Borcherding.

Susan Weber applauds that sort of thinking. But the president of Grand Style Women's Club, an online club for women who wear size 14 and up, offers an interesting conundrum: She thinks entrepreneurs should be wary of selling exclusively to the plus-size market. Most plus-sized women don't think of themselves as plus-sized, says Weber. She believes entrepreneurs would be wiser to offer clothing to everybody, from the smallest size to the largest.

Borcherding, however, contends the plus-size stigma is waning: "Plus-size doesn't mean you're necessarily overweight," she says. "Sometimes you're just larger." She notes that some brands offer what they call "alternative sizing," or don't bill themselves as plus-size lines-they just offer outfits in sizes 12 to 20, "which gets the point across," she says.

In any case, ignore the market at your own peril: Weber says 50 percent of American women are size 14 or larger.

-Geoff Williams


What Do You Think?
Are our picks for what's hot in 2002 on target or way off base? Tell us what you think.

Like this article? Get this issue right now on iPad, Nook or Kindle Fire.

This article was originally published in the December 2001 print edition of Entrepreneur with the headline: Sweat Rewards.

Loading the player ...

The One Word That Will Help You Close More Sales

Ads by Google

Share Your Thoughts

Most Shared Stories

1
15 Signs You're an Entrepreneur
2
Want Media Attention? Target Trades First
3
10 Things All Entrepreneurs Must Do Before Quitting Their Day Job
4
Is It That Important to Be Nice?
5
The 80/20 Rule and How to Supercharge Your Sales and Marketing