Declare War To Big Size: How Big Is The Market Potential Of Big Size Women'S Clothing?

Recently, I saw an article in the New York Times, "declare war on a large scale", found that the United States in the fashion industry after the rise of the use of big code models, the mainstream media finally came forward, urged the clothing industry to make more clothes for the fat women.

January this year,

We know that mainstream magazines always like to use skinny models, but in the past two years, the tragedy that models have starved to death in the pursuit of thin skinny has been coming.

The bigger models began to get on the fashion page, and even Chanel's spring show featured a larger model.

The big code model is

In 2008, a survey conducted by an American market research organization showed that the size of most American women is 14 yards, which is equivalent to Chinese XL or XXL codes.

Government statistics show that 64% of American women are overweight and 1/3 of women are obese.

Sales of large sizes (larger than or equal to 14 yards) account for only 18% of the total sales of women's clothing.

The United States is like this. What about China? Nowadays, life is getting better and better, and more and more fat people.

According to statistics, nearly 300 million people in China now enter the ranks of overweight and obesity, of which women account for 54%.

That is to say, 150 million of the population needs large size women's clothing, which is almost the total population of the United States.

The national e-commerce conference held in the first half of this year also gave the figures: on the largest B2C platform in China, the keyword number more than 3 of women's clothing search is "big code".

In April and May, the average daily search volume was 150 thousand and 300 times.

Fat women have nowhere to buy clothes.

Every woman wants to dress herself beautifully, that is, fat women are no exception.

In the United States, Brickhouse, Fatchic.net and FatGirlslikeNiceClothesToo are popular blogs that specializes in how to dress people.

Reality is cruel.

Even if a blog teaches you to dress, you have no place to buy these clothes.

The mainstream view of American society is that "obesity is a crime".

Many brands are reluctant to launch large size series. H&M stops selling large size clothing in the United States, while J.Crew and AnnTaylor brands only sell large size series online.

In China, this phenomenon has intensified.

Chinese people traditionally believe that obesity and waist circumference are only when women get old.

Therefore, even if some small shops selling foreign trade goods on the street sell large size women's clothing, the style is also suitable for older middle-aged and old women.

I have visited several shopping malls in Hangzhou, and there are few women's clothing brands beyond normal size, especially women's clothing brands located in young women.

Hangzhou Jie Bai mall is responsible for girls installed Zhang Ying said that the current market, M number of women's clothing (that is, 160/84A) sell the best, the brand is also the most abundant stocking, big code L, chest circumference is 88 centimeters, some brands have XL number, the chest circumference is only 92 centimeters, and then there is no big.

Zhang Ying said that she seldom saw fat girls in shopping malls to buy girls' clothes. Sometimes they would see some in sportswear or men's wear counters, but men's L chest circumference was only 96 centimeters, and the corresponding height had reached 175 centimeters.

In this way, the market rules of large costumes went into a vicious circle: full young women could not find clothes suitable for themselves in shopping malls, thus reducing their purchasing power; while manufacturers and retailers of branded clothing saw such unsatisfactory sales figures, they thought that market demand was lower than that of production.

Now, do you understand why V magazine will give nude portrait to the big model TaraLynn? Because she can't buy clothes!

China: online shopping to solve the problem of fat MM

There is also a very important reason for the large number of women's wear.

Skinny women are generally similar in shape but fat in women.

Some people are fat waist, some are fat legs, and others are buttocks and other parts.

This brings great trouble to designers, because they can not design a dress suitable for all large size women.

Maybe it's race. Chinese are much thinner than Americans, and China is also a big country of garment processing.

So some of the owners who could get the final order of foreign trade started selling foreign trade clothes on the Internet.

The following follow ups are often the fat girls who sell large size clothes. They understand the psychology of the fat people. They are mostly large enough but still fashionable by manufacturers. Some of them are still specially decorated at cuffs and waistlines or make lengthening, which makes people look thinner after wearing them.

Now, in Taobao search for "big size women's clothing", you will see more than 330 thousand goods and more than 4400 stores.

Many shops sell all kinds of large size women's clothing, including tops, trousers, skirts and so on.

I have a friend who is 1.65 meters tall and weighs 68 kilograms.

One of her most troublesome things is that she can't buy the right clothes.

She has to wear XL (extra large) or XXL clothes.

Because clothes are hard to buy, she seldom selects the style, so long as the chest is 100 centimeters above, the waist circumference 84 centimeters above, can wear.

The number of brand clothing in Hangzhou shopping mall is very small, and the largest number is only L (large).

Before the development of clothing online shopping, she could only wear sportswear.

Yesterday, she was very pleased to tell the author that she found a large online women's clothing shop, the size of the clothes are relatively large, chest circumference 100 cm start everywhere, some loose style, chest even more than 150 centimeters.

America: Fashion famous brand "declare war" to big size.

According to New York Times's report, Americans are walking ahead of the Chinese in developing the market of large size women's clothing.

The famous teenage fashion brand Forever21 first released the large size Faith21 series last year, including the most popular animal pattern, beaded jacket and checked shirt.

BethDitto, the lead singer of the gossip band, wears 20 yards herself. She also creates a personal brand for the fat girls who can't wear Chanel fashion.

Torrid, the legend of big size women's clothes, has made a culture of big size women's clothes and a culture of Tat tat with skinny models.

Nine years ago, the clothing brand for young women began to introduce big size T-shirts and jeans. Gradually, the fashion became more fashionable and more feminine.

Today, their 155 stores all over the United States, open the official website, you can see all kinds of colored bottompants, pencil skirts and Lace tights, all with large code models to show.

ChrisDaniel, President of Torrid told New York Times: "fat girls should not wait for others to accept your dress. You have to say to yourself," I like the coat that Kim Kardashian wears, I will wear it. I don't care that dress is 18 yards. "

Fat girls should be more confident. "

The largest size of Torrid has reached 28 (about 150 centimeters or 5 feet), but Daniel said many customers still wanted to make it bigger.

Customers who come to this store can not only buy their favorite clothes, but also laugh at those "skinny" models, and give vent to their usual frustrating feelings.