Big Size Clothes, Is This A Good Business?

Does fashion only belong to thin people? More and more consumers and brands are using action to say NO!


I wonder if you have noticed the latest news about Nike. Last month, Nike officially opened in New London women's products store in London, mainly selling women's sports suits and tailored sportswear. In addition to the new regular models, the first large size model display products were set up in the store.


This is undoubtedly a big step in Nike's diversity. Although Nike's big code human models bring some objections and controversies, such as the lack of a healthy sense of beauty, will affect people's will to fight obesity, etc., but more consumers support Nike's adoption of big code models. Nike said that the enthusiasm of female consumers is increasing. The opening of New London stores helps to encourage more women to start a healthier lifestyle. In addition to placing large size human models in the physical store, Nike's recent advertisements also reflect the brand's concern for big code women.


In fact, it is not just Nike that no longer has enabled thin models to reach a consensus in the industry. The restriction between body and clothing has been broken in recent years, and the concept of "thin for beauty" has been breaking through for a long time in fashion circles. From the issuance of large format female publications, the adoption of large code models, the appearance of big code fashion shows to the rise of large code clothing brands and even large code business operators, it can be said that the large number of female subgroups is receiving more and more attention.


Is it really a good business to wear big size clothes? We might as well take a look at some recent news and brand cases. Perhaps from these events and cases, we can find answers or be inspired.


Big code fashion show


Starting from the 2017 autumn and winter fashion week, the proportion of large models and minority models is on the rise. The emergence of old models, big code models and African American models has made the diversity of models a trend. In the industry, there are more related model selection companies, bringing T models with a variety of stature to break the taboo of "T Taiwan without fat people".


Especially in recent years, there are many big code fashion week frequently staged in various countries, such as St Paul Plus Size Fashion Weekend, UK plus size fashion week in the UK. In April this year, a "body confident" fashion show was held next to the Eiffel Tower in Paris, France. The girls played the slogan "My body is beautiful (my body is beautiful), My body is flawless (my body is perfect)". The models do not have the perfect figure in traditional sense, but they dress confidently in their pajamas, underwear and stockings at Eiffel Tower. Organizers of the fashion show said they hoped that most of the ordinary women would be beautiful by the show, though they may have some so-called flaws, such as small belly, fat mass, stretch marks, but these are very normal and universal.


Underwear brand ThirdLove


The US internet underwear brand ThirdLove has invested 55 million US dollars this year. The world's largest consumer goods investment fund L Catterton, boutique investment bank Allen & Company and a group of individual investors participated in the investment. In 2013, ThirdLove obtained $5 million 600 thousand in seed wheel financing and $8 million in A round in 2016.


ThirdLove was founded in 2013, and its brand is very diverse and inclusive. Currently, it offers 78 different sizes of bra, cup size and AA~I, and a unique half size cup bra. The brand positioning is able to meet the needs of women of different shapes and sizes. ThirdLove said it hoped to convey "love yourself and more confidence" brand connotation to women through the rich product category, and challenge the tradition of women's slim and perfect body in the underwear industry. The mission of the brand is to design bra for every woman, and to provide all women with the right choices, so that any body, figure, age, race, sex cognition and sexual orientation of women can find their own products.


Big code women's clothing brand Dia&Co


The US internet big size women's clothing brand Dia&Co has recently completed its $40 million C round of financing. Since its inception in 2015, the brand has raised a total of $95 million. Dia&Co's previous market research found that 67% of American women who buy large code fashion want to buy high quality products, and the overall potential market demand is expected to reach US $100 billion. Dia&Co said that the current round of financing represents a change in the fashion market attitude: big codes are the real needs of most American women. Dia&Co uses the try on at home mode to provide subscribers to Dia Box for users. As of now, Dia&Co has ten own product lines, and the company is also cooperating with other retailers and brands to help them expand the large code product line.


Japanese big code fashion brand Punyus


Weighing 200 pounds, Instagram fans more than 7 million of Japanese funny artist Watanabe Naomi and Japanese fashion retailer WEGO, launched in 2014 the personal brand Punyus, providing the largest code of 6L fashion women's clothing, the current brand has opened a number of stores in Tokyo, and established a brand's official website. Punyus's customer base is a 15~25 year old young woman centered around 30~40 years of age. The product line covers various styles such as popularity, maturity, cute, commuter and so on. The biggest feature of the brand is to provide clothing that is equal to 6L to provide a fashionable single item that is not restricted to the body at a reasonable price, so that the full women will enjoy the fashion and wear their own clothes. Watanabe Naomi said that fashion has nothing to do with body shape. It's all about how you wear it. Punyus will jump out of shape restrictions in the future and make more styles and styles.


Fast fashion big code women's clothing electricity supplier Eloquii


In October last year, Eloquii, an American women's clothing manufacturer bought by WAL-MART, focused on making fast fashion (14~28 code) costumes. Before that, Eloquii had won $6 million in A round financing and won 15 million A B Capital investment from Acton Capital Partners. In 2011, The Limited, an American clothing company, launched Eloquii, and quickly trained a number of loyal customers. In 2013, due to the reorganization of The Limited, Eloquii was once closed, but it was strongly protested by many women's customers. In the end, Eloquii was reintroduced and sales grew rapidly. Eloquii said that it will focus on changing the way of consumption of this big customer base, and increase their autonomy through the development of online fashion.


Is big code clothing a good business?


From the social psychology of clothing, human beings are generally dissatisfied with their bodies. Designers, brand manufacturers and fashion media have long assumed the role of explaining the ideal image of society. Consumers' assessment of their image because of the so-called "general standard" which does not conform to the fashion circle, is totally a perceptual deviation today. With the development of society, with the awakening of women's self-consciousness and the change of consumption consciousness, the tendency of women's long-term marginalization is coming to an end. The whole female fashion industry has become more inclusive, and the brand that is strong, free, comfortable and personalized is being favored by more and more female consumers.


Driven by market segmentation and commercial interests, in recent years, the trend of acceptance of large numbers of women has been rising in fashion industry, and this trend is gradually expanding and becoming more popular. Market research firm NPD predicts that the average annual growth rate of the American big size women's clothing market in 2015~2020 will reach 4%, and its output value will increase from 20 billion US dollars to 24 billion US dollars, which is one of the fastest growing clothing categories. ASOS, Boohoo, Kohl 's, Nasty Gal and other fashion retailers are developing this market, launching the big code product line, and Forever 21, Mango, H&M, Calvin Klein and other fashion brands have launched large code products. At home, the market share of Taobao's big yard increased by about 20% a year, and a large number of big size clothing shops flourished. Among them, Muzi Li Xiang, a big size women's clothing store, sold nearly 100 million of its stores in 2018.


Obviously, the big size clothing market has great potential. With the rapid development of the big yard market, the demand for large code models is also improving. Not only have they attracted the attention of net red business and MCN, they have been regarded as the new growth point of the Internet red business, and have become the new favorite of women's clothing shop models. Hatched out Zhang Dayi, aunt tube, Daikin and others, the first Chinese electricity supplier network, Hangzhou, such as Han, is overweight in the field of micro bloggers, has signed several fat red.


Pluralism and inclusiveness are undoubtedly the mainstream of society nowadays. Does fashion only belong to thin people? More and more consumers and brands are using action to say NO! Hidden behind the big costumes market is a serious topic about inclusiveness and fashion. From the issuance of large format female publications to the adoption of big code models, the emergence of big code fashion shows to the rise of large code clothing brands and even large code business operators is the result of the increasing consumption market retail market and the more diversified consumption concept in recent years. With the emergence of more and more plump red men and big code models, with the increasing attention and involvement of more brands, fashion business providers and capital forces, a new subdivision area is gradually forming and growing.


Although in some ways, attracting traffic and increasing sales may be the ultimate goal of these brands, it is undeniable that whether it is for brands, consumers, electricity suppliers or the media, this is an era of aesthetic diversity. The aesthetic trend of diversification and inclusiveness is gradually being accepted and recognized by more and more people. More and more consumers need to subdivide more diversified clothing to meet their aesthetic needs for life. It is obviously a new opportunity for brands to seize a certain group of segments and seize the needs of the huge demand in the field of consumption. It is also a good business for brands.