Inclusive Sizing: A New Way of Understanding Plus-Size Fashion
(Glam & Fame has always believed in size inclusivity)
The plus-size market has never been exactly what people think of when they think of fashion, glamour, and trendy clothing. In addition to being difficult to find, plus-sizes have hardly allowed women the opportunity to look sexy, fun, or glamorous. With bright colors, stripes, flowers, and fancy fabrics mostly banned and with the garments being loosely cut to disguise the form, plus-sized women have always found it difficult to accentuate their beauty.
On the other hand, what is termed “real” fashion has promoted a stereotypical image of women that didn’t resonate with the vast majority of them. Size 10 models look great on a fashion catwalk and billboards, but they portray the image of a woman that doesn’t exist. In fact, statistics show that the size sold most frequently is not size 10, but rather size 14 through 18.
Similar issues have been faced by various size customers, which includes plus, petite, junior, and tall sizes. The inclusive sizing concept is now breaking these barriers and introducing a new approach to the special-size segment. One that gives everybody the same opportunity to be themselves. Besides the important cultural and social changes that this evolution is bringing about, the inclusive size market is a new horizon for high fashion. New inclusive sizing labels are emerging, and established brands are slowly adapting to this new trend. In turn, this opens new market opportunities across geographies and countries, target audiences (men, women, children), and product segments.
First of all, inclusivity goes beyond size 18. Currently, the average North American woman wears a size 16 or 18. Therefore, referring to these sizes as “plus” is no longer current. For a brand to be inclusive it means they would cater to the needs of customers that are a size 20 or greater. While at the same time, not forgetting customers who fall into the categories of petite, junior, and small.
Another factor that is attached to the plus-size issue is the discrimination that comes with the term “plus” itself.This discrimination has been reinforced by the shopping experience, the commercials and the marketing materials provided by many brands.
It is not a secret that in brick and mortar stores, plus-size sections are often relegated to hidden corners or less accessible areas. As if to say that these customers are different and need to be separated from everybody else. This is not the type of shopping experience that customers want to have. An inclusive sizing philosophy guarantees a fun and pleasant shopping experience for all individuals, even when friends of different sizes shop together.