The US Market: A Big Market For Us $24 Billion In Blue Ocean.

American apparel retailers are slowly adjusting their business strategy and launching large code series clothing.

Kohl s, a department store chain retailer, has officially launched its own big size clothing brand EVRI in the near future. The company's female designer clothing designer said that the target customers of the new clothing brand are the more substantial consumers. The new clothing series will enable these customers to feel the same trend, style, color, print and style as other consumers.

At the beginning of this month, Anthropologie, the high-end brand of leisure fashion brand Urban Outfitters, also launched its first large code series dress. The series was praised as "the characteristics of other series of clothing, such as color and bright patterns, fashion cutting and interesting details, breaking the past people's understanding of traditional large size garments, and no longer simply make the size of clothing larger or neutral."

This shows that retailers are already willing to devote more time and resources to the development and design of large size clothing, and also show that retailers are starting to view big code costumes as a bigger potential source of income.

"The launch of EVRI is part of the Kohl 's brand strategy adjustment and is also aimed at meeting the needs of consumers for more related and fashionable clothing," Doug Howe, chief marketing officer of Kohl s, said in a press release. "Through extensive customer feedback, we realized that our service to some customers was not in place. We realized that this is an opportunity to launch its own brand and convey more products to consumers."

In fact, Kohl 's and Anthropologie released the big code clothing line is closely following the steps of Ann Taylor Loft, Nike, J.Crew and other brands. These brands also launched the big code clothing series for the first time in the past two years, and Target, Nordstrom and other retailers began to add the size range of the display line store.

There is no exception to WAL-MART. The company spent $100 million in 2018 to acquire the big size women's brand Eloquii, highlighting the importance of this big size clothing market.

The big size clothing market can be described as a potential market for a retailer.

Universal Standard, Dia&Co and other DTC companies are trying to reverse the old idea of the clothing industry, and no longer regard big size costumes as a completely independent field.

If retailers fail to give the same attention to big size costumes and other clothing series, they will be seriously divorced from the big size clothing market.

"Retailers should not be so divided on how to interact with consumers," Alexandra Waldman, co-founder and creative director of Universal Standard, said in an e-mail.

I think, for today's hobbling clothing industry and those consumers who have long been forgotten, the big size women's clothing market is a great opportunity to achieve a win-win situation.

According to Coresight Research, the global retail think-tank, by 2020, the size of the big size clothing market in the United States will grow to $24 billion, an annual growth rate of about two times the total growth rate of the clothing market.

Jessica Ramirez, a research analyst at Hali&Associates retail industry, said that the marketing strategy of big size women's clothing is different from other women's clothing, which is one of the reasons why traditional retailers' large size women's clothing series can't form influence.

"Before that, women who want to buy large size women's clothing will need to go to other specialized women's clothing stores, which will make the consumer group feel as if they are different from other women," Ramirez said.

To avoid such contrasts, retailers such as Kohl s and Anthropologie are emphasizing the same experience for large clothing customers with other apparel customers, and start with the most basic color matching and style selection.

According to Ramirez, retailers such as Target have begun to use their body models to display their clothes in the shops, so that consumers of all shapes can understand their clothing better.

In order to promote big size clothing, Kohl's also provides consumers with matching programs, such as the EVRI series jacket. Kohl's directly shows 3 different ways to wear in the store.

Apart from providing large retail clothing with the same physical retail space as other garments, brands also use other ways to make it easier for consumers to understand these garment sizes.

Avery Faigen, a retail analyst at fashion brand Edited, said in an e-mail that Loft and J.Crew have begun to use the mail marketing to publicize the size of their clothing.

In addition, retailers are now building special landing pages for big code clothing, or pushing big costumes in their new series like Anthropologie, and then advertising on the home page.

Although the brands have launched a big step in the right direction, the Keisha Holmes of Curvy Sense, a big clothing brand, said retailers still face difficulties in designing the full-size large size clothing series.

"Like other women, women in large clothes want to wear various styles of clothing and dress in different ways in different days," Holmes said.