Editor’s note: This article was first published in April 2011; its picture of big clothing chains ignoring plus sizes reflects that time, and the plus-size market has changed a lot since.
In department stores and brand-name shops, the limited range, or complete absence, of clothing sizes for “obese” or fuller-figured people usually makes it very hard to find a well-designed garment made from good fabric. Although the first shops specialising in “special sizes” have already appeared, the business is now moving online, where it is becoming more and more profitable.
The big clothing brands don’t focus on this sector, because they take it for granted that it isn’t viable: they consider that their biggest customers fit the “normal” size template. Even so, so as not to be accused of contributing to anorexia, they usually have a small section for this supposedly small market. Special-size clothing is often made with cheaper fabric to cut costs, or simply doesn’t come in the same styles or designs, and even so these sizes tend to be more expensive.
Add to this the fact that some overweight people are too shy to buy clothes and try them on in front of women with 90-60-90 measurements, and in the end clothing chains consider the special-size business to be very unprofitable.
The reality is that, for better or worse, people who need large or special sizes are not such a small market, and there is strong demand that isn’t matched by the variety on offer.
What the big chains discard creates an excellent business opportunity for everyone else, and starting a business like this and building a base of repeat customers is now easier than ever. In France, Lagrandedame.com has already been set up: an online store specialising in plus sizes, with good designs at good prices.
The founders of this online store offer all kinds of garments, from jeans and party dresses to everyday clothes, and they have the discretion that the internet provides.
Three months after the site opened, it was already making considerable sales, which shows that this small market was eager for an offer like this. France is not exactly among the countries with a high percentage of obesity, so I’m sure this business idea could succeed in practically any country.
Further reading
- Masaltos: shoes that make you taller
- Business ideas related to clothing
- Business ideas to start in 2011
- The advantages of starting a business in times of crisis
Featured image: Donald Trung, CC BY-SA 4.0, via Wikimedia Commons.
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