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  • Why does fat have to mean unfashionable?
  • Why does fat have to mean unfashionable?
    Nicolette Mason (2014) ©

Why plus-size is a big fashion opportunity

Picking up a last-minute party dress is easier said than done for plus-size women. The likes of Lululemon and Urban Outfitters don’t make clothes above a US 14, and the industry is losing out on as much as $14 billion by failing to serve this market. So what do curvy women want from their clothes?

Location North America / Northern Europe

Lululemon, Urban Outfitters and Nike are just three brands that offer almost no clothes in US 14 (UK 18) and above. For the brands that do, plus-size ranges are often relegated to less visible parts of stores or only accessible online. Picking up a dress for a last-minute party or getting a new pair of leggings is easier said than done for plus-size women than it is for their straight-size friends.

Many brands still don’t believe that the plus-size market is worth entering, and spending habits have even been blamed. While almost two thirds of American women ...



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