THE PLUS-SIZE apparel business is booming and with increasing competition - the consumer wins. Sales of women's and girls' plus-size apparel across all channels reached $47 billion last year, accounting for 27% of all clothing sales and nearly 40% of all women's/girls' apparel sales.
The specialty plus-size market is heavily dominated by just a few chains. Charming Shoppes - through Lane Bryant, Fashion Bug, Catherines Plus Sizes and a new intimate-apparel chain Cacique is the industry leader. United Retail, Inc. and its Avenue brand runs second place.
Up to $8.6 billion of this market is generated through direct-sales channels such as mail-order houses and online sales. Many women who wear plus sizes have difficulty finding stylish plus-size clothing. With the introduction of online shopping on the Internet, there are more options available to plus-size women and plus-size teens.
Non-specialty retailers in the segment hold nearly three-quarter share of the market - many of them making little or no effort marketing plus sizes. Wal-Mart most likely sells more plus-size than any other retailer.
Like apparel marketers of all kinds, plus-size marketers are analyzing the performance of their sites and are particularly emphasizing online search and affiliate marketing.
Larger-size clothing has the opportunity to capture the undertapped teens and tweens markets in the upcoming few years.
