China’s plus-size fashion market presents a huge opportunity for brands. As much as six per cent of the Chinese population is classified as obese, though in wealthier cities where people have access to unhealthy fast food that figure could reach 20 per cent.

A small group of mostly new retailers serves the full-figured market using tried-and-true techniques involving key opinion leaders and WeChat communities. Some like startup Garden Lis only hire designers with a minimum of four years’ experience conceptualizing clothing for plus-size women, which the brand defines as adults weighing between 130 and 180 pounds. Garden Lis also has franchise stores selling its premium style-forward clothing in sizes from L to 6XL.

MsShe, for its part, leverages influencers to get its products in front of its target demographic. The brand has ten full-figured women on staff tasked with giving every new style a dry run and then showing customers how to incorporate these pieces into their existing wardrobes. Another newbie, Muzi Lixiang, has amassed more than 8,00,000 fans and followers since it arrived on the scene in 2016. The company requires employees to weigh at least 150 pounds to ensure that they can relate to their customers.

Western plus-size players could gain share and grow their revenue by serving this market.