For years, plus-size fashion was stereotyped as something created to hide a woman’s unpleasant curves. This grossly limited the fashion choices for healthy women who had to contend with whatever was available in the market. Now this attitude towards plus size fashion is changing. Rising acceptance of diversity and body inclusivity is translating into more choices for large-size women. Still, size issues continue to persist.

Dealing with size issues

As per a Forbes report, most plus size garments are designed in a single size and later scaled up or down according to requirement. However, a garment can be scaled only up to a certain size. Extending it beyond this size can ruin not just its fit but also the overall look, says Nadia Boujarwah, Co-Founder, Dia & Co, As a solution, SHEFIT, a manufacturer of sports bras, extends its bra designs only upto three sizes. Beyond that, it revamps the designs to fit larger sizes. This approach helps the company double its revenues every year.

Though attractive, this process is quite expensive as companies have to bear the cost of buying inventories for each expanded range of sizes before their garments are sold. This leads to most companies bypassing this route, opting instead to extend their existing sizes and making only a small number of garments in plus sizes.

Meeting specific needs with right attitude

One key to be a successful a plus size retailer is to respect the customer. Companies like Dia & Co, Shefit and Ashley Stewart describe their business as a mission to meet the needs of a specific group of customers with products and the right attitude.

The concept of plus-size is nowadays not limited to fashion. It has also extended to other categories such as beddings. For instance, Big Fig Mattress makes beds only for plus-size people. The company’s President, Jeff Brown, sees its initiative as an opportunity to change the world.

Respect for consumers has become a critical component of a brand’s success these days. It is helping the industry abandon its traditional attitudes and create a new all-encompassing world.