Plus Size in Luxury: Strategy or Statement?
According to the report published by Allied Market Research, plus size clothing market reached $480.99 billion in 2019. It is expected to reach $696.71 billion by 2027.
Growing trend of body positivity thanks to plus size & realistic body proportions shown in the fashion advertisements enable the growth of the plus size clothing market.
Fast fashion brands have already listened their customers and create fashionable plus size collections. For example according to Vogue Business, H&M, which saw record profits in 2020, overhauled sizing in 2019 to extend straight sizes to a US 18/20 and extended its plus-size range to a size US 28.
Right now, luxury brands are trying to have a “slice” in plus-size market;
- @dolcegabbana became the first luxury heritage house to offer ready-to-wear pieces above a size US 16 when it went up to US 18 in 2019. According to Vogue Business, ”11 Honoré, an online retailer specializing in plus-size designer clothing, saw a 70 and 80 per cent sell-through rate for Dolce & Gabbana’s first two collections, respectively.”
- During the Spring/Summer 2021 shows, plus-size models as Precious Lee, Alva Claire walked the @versace runway for the first time during the Spring/Summer 2021 shows last year.
- In @chanelofficial’s Paris runway in March 2020, the leading brand had its first plus-size model in over a decade with Jill Kortleve.
- In February 2021, Kortleve and Paloma Elsesser became the first plus-size models to walk for @fendi
Photo credits: Chanel, Fendi, Versace
Proudly Introduce You: Girlfriend Collective
Founded in 2016, Girlfriend Collective has quickly become a revolutionary activewear brand for plus-size fashion. They use of recycled plastic and producing their garments with ethical standards make them popular.
- Girlfriend Collective (@girlfriend) believes transparency and they’re publicly sharing the entire production process, the factory they partner with, and their fair labor initiatives and certifications.
- With sizes that go up to 6XL, old water bottles and fishing nets are their main raw materials for the garments. Also recently, Girlfriend Collective launched their first gender-neutral collection.
- According to Zoom Info, Girlfriend Collective has now $8 Million in revenue.
The core philosophy of their business is undoubtedly transparency. In order to have a transparent conversation with their followers, they should find the right manufacturers and integrate their vision into production process.
As Brandcared, with our production and sourcing consultancy service, we find the right fit for the brands in our portfolio after building their “why”. We’re matching ateliers and leading manufacturers with indie brands, corporates and designers.
Photo credit: Girlfriend Collective