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Luxury brands open up to plus-size fashion

"Though traditionally luxury fashion has always been size exclusive, in recent times, it has been forced to incorporate the concept of inclusivity into its DNA. As a recent Coresight Research notes, demand for plus size women’s clothing in the US is growing by around by 3 per cent to reach $36.3 billion by 2025. Of this demand for luxury plus-size apparels, only 6 per cent is being sold online, reveals the data from Edited Retail."

 

Luxury brands open up to plus size fashionThough traditionally luxury fashion has always been size exclusive, in recent times, it has been forced to incorporate the concept of inclusivity into its DNA. As a recent Coresight Research notes, demand for plus size women’s clothing in the US is growing by around by 3 per cent to reach $36.3 billion by 2025. Of this demand for luxury plus-size apparels, only 6 per cent is being sold online, reveals the data from Edited Retail. According to the firm’s market analyst, there is a huge demand for inclusivity in all areas of retail, be it dress sizes in apparel or skin tones in lingerie and beauty. This demand for size-inclusivity is likely to increase in future also.

The first brand to launch its extended sizes collection was DVF, maker of the iconic wrap dress. The brand’s collection was launched in collaboration with retailer 11 Honoré. However, DVF isn’t the only luxury brand to turn its attention to plus-size consumers. Italian luxury house Dolce & Gabbana has also announced plans to extend its sizing chart.

Applying inclusivity to store merchandising

Brands are applying the idea of inclusivity to store merchandising too. They are integrating all their clothingLuxury brands open up to plus size sizes together. Traditional retailers including Saks Fifth Avenue and Nordstrom have already expanded their plus-size offerings. Nordstorm plans to expand its collection of size-inclusive apparels. The retailer started a size inclusivity initiative in October 2017and in less than two years, offered extended sizing in more than 100 brands in over 30 stores and online.

Meanwhile traditional, new retailers are also taking up the plus size market. Retailer 11 Honoré was launched in August 2017 with the goal of merging high-end designers with size-inclusive fashion. The retailer offers clothes starting at size 10 and going up to 24.

Designers face limited retail options

Though designers are extending the size range of their lines, they expect these sizes to offer the same fit and integrity as their straight-size garments. However, for this to happen, they first need to master the grading and pattern development.

As designer Tanya Taylor-a pioneer of plus-size fashion, women in this market do not have access to bold, bright and optimistic fashion options as women in regular markets do. Though their fashion choices have improved, their retail options to leverage these choices are limited.

Taylor expanded her collection two years ago by hiring a new tech team and fit model to help produce a wide range of sizes for her collection. However, the designer is still not able to produce every style in its full size range as a majority of its partners don’t go above a size 14.

 
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