Plus size women often feel discriminated and disrespected when they shop for clothing at brick and mortar shops. Despite the fact that a lot of women are considered on the plus-size, traditional stores do not carry the size they need. The option therefore is to turn to online stores like Dale and Waters where plus-size is given due respect.
In the fashion industry, plus-size means size 14 and up with a market valued at $17 billion or actually closer to $18 billion if the junior’s segment is factored in. However, trendy stores do not carry plus-size clothing and if they do, they only relegate a portion to larger sizes. Plus-size clothes are almost always displayed next to the maternity department. The focus of department stores is seasonal clothing and beachwear.
The opportunity in plus-size clothing is starting to be considered by many designers and a crop of business-minded individuals have risen to the occasion. Plus size customers no longer have to endure the insults at traditional stores because they have the option of online boutiques and swimsuit lines that actually prioritize plus-size clothing. As a business decision, plus-size clothing and beachwear retailers believe that it makes more sense to go online.
Many designers are now going online to sell their clothes because they know that ecommerce is the perfect way to sell their products. Their customers know where to look for them online particularly since brick and mortar stores are not interested on catering to the plus-size market. One example is Full Figured Fashion Week (FFFWeek) which is not a standard fashion industry affair. Now on its seventh year of operation, FFFWeek has gained a lot of attention over the years for re-inventing plus-size style. They have also helped many designers gain their own confidence in starting their plus-size lines.
Since it is not always easy to be found online, a lot of marketing has to be done. One of the marketing techniques is fashion blogging so that the plus-size community can communicate online. Members can follow and talk with each other to create an enhancing and uplifting atmosphere. This plus-size people experience the same frustrations and they believe they deserve more than what they are being given.