Plus-size clothing brands see new business proposition

Globally, plus-size clothing is not a recent phenomenon and now the concept is gaining momentum in India with many apparel labels and retailers realising the potential of this segment. Earlier, healthy people in the country found it difficult to find clothing suited to their body-types, now with brands and retailers like Alto Moda, Biba, Pluss, Mustard, Amydus, and Oxolloxo have joined the large-size clothing club along with all. They offer plus-size merchandise for men and women and the segment is showcasing great potential.

Brands fulfill demand for plus-size clothing

Brands are of the opinion that almost 30 percent customers look for plus-size clothing. Though, creating the right design and making it look good in large sizes to satisfy the end user is a challenge, stores are going the extra mile to cater to this growing demography. With the number of people seeking large sizes is witnessing an increase retailers now enjoy a large dedicated customer base. Biba, for instance has added sizes up to 46 inches in their mix-n-match section. Biba’s section of pre-matched salwar-kameez sets already has 42, 44 and 46 inch sizes.

Brands offering plus-size concept say there is tremendous potential and growth prospect because supply is less than the demand. Pantaloon Fashion Retail, which launched Alto Moda about a year ago, expects it to contribute 5 percent to their store's sales over the next one year, up from current 3-4 percent. aLL was the first brand in the category, launched by the Future Group in 2005 that has been offering ready-to-wear western and ethnic wear and accessories that are otherwise not easily available for brand conscious plus-size customers.

Plus-size is a growing market

Demand of plus-size readymade clothing is boosting the segment’s growth. Online players too are taking advantage of the prospects of this booming segment. LimeRoad for instance, recently launched a large range of plus size clothing-with more than 800 products available in all sizes for women across the country. The latest collection includes silhouettes by plus size brands such as Mustard, Meiro, Dressberry and Pluss. Size range is from L to 5XL.

Even leading fashion store Myntra, along with Curvy under Dressberry, Roadster, the rugged denim wear brand, and D Muse, the elegant party wear collection --are offering plus-size collections for women. These brands offer sizes ranging from 2XL to 5XL. Amydus, a plus-size clothing brand by Begin101 Lifestyle, offers a range of both ethnic and western wear. Even Oxolloxo, a clothing brand by Nodia-headquartered KPA Apparels has introduced 9 to 5 wardrobe basics for plus size customers.

Experts say, what has really been holding growth is the absence of a proper study in body sizing and adoption of standardised measurements for the entire country. Also the prices are higher than smaller sizes. Easy availability of such clothing option is another factor which has been affecting market. As more and more boutiques, retail chains and online stores cater to this segment, rise in revenues and market growth is inevitable. Surely, there lies a huge opportunity in plus size segment, which retailers and brands can cash in on.