Perfect Fit
Taking measure of kids' new clothing needs.
In the wake of reports indicating Americans have reached an
all-time obesity high--one recent Louis Harris and Associates poll
pinpoints nearly one-third of U.S. adults as overweight by 20
percent or more--the demand among grown-ups for plus-sized clothing
remains strong. Yet even as the nation's expanding girth
prompts apparel manufacturers and retailers to cater to larger
adults, there's a market segment being noticeably overlooked:
overweight kids.
Whether it's because they spend too much time staring at
computer screens or not enough time eating balanced meals, many
kids today bear a striking resemblance to the nicely rotund Bobby
Hill of the hit animated TV series "King of the Hill."
Roughly 15 percent of adolescents and children nationwide are now
considered overweight--and obviously, these kids do their share of
wardrobe shopping, too. And that spells opportunity for
entrepreneurs savvy enough to interweave youth fashion sensibility
with size consciousness. Ah, appealing to fashion-oriented kids--no
problem, right?
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