Characteristic Market: Big Size Women'S Clothing Freedom Blue Ocean

Oversized women's wear refers to clothing designed for full-bodied female friends who weigh more than the standard body weight. Generally, those with a bust of more than 90cm and trousers with a waistline of more than 2'3 have entered the category of large women's wear. From size definition to clothing category, large size women's wear has become a real climate. Thanks to the characteristic supply made by Taoxi clothing brands based on the individual needs of the consumer market, online Red IP also plays an important role. It can be predicted that in the future, except for the brands with premium ability, those who can really occupy a certain volume in the 10 billion scale market will be able to occupy a certain volume, There should also be designers.

Now large women's wear is no longer one of the sizes of women's wear, but independent has become a classification of women's wear. According to CCTV financial report, as early as 2018, there were more than 10000 Taobao stores for women's large sizes. Large size women's wear looks like a minority, but it gradually invades the market with an annual growth rate of 20%.

The increase in demand is due to the increase in the size of the population. According to a survey conducted by the famous medical journal the lancet, one third of the world's population is overweight (referring to the population with BMI > 25). Among them, 4% (about 250 million) of China's overweight population has surpassed the United States and ranked first in the world. According to the data of 2002 report on nutrition and health status of Chinese residents, the overweight rate of adults in China was 30%, and the obesity rate was 12.3%. These two data became 30.1% and 11.9% in the 2015 report on nutrition and chronic diseases of Chinese residents. However, according to the latest data of 2020 edition of the report, the overweight rate has risen to 34.3%, and the obesity rate is 16.4%, With the increase of overweight and obese population, oversized clothing has become the most popular track.

Compared with the European and American countries, the track of large women's wear in China started late, and the concept formation and market development have not yet reached the mature stage.

In 1980, Italy's top women's wear brand Max Mara launched Marina Rinaldi, a branch line designed for women with large sizes, which announced the birth of the world's first high-end women's wear. In the field of fast fashion, as early as the early 20th century, there were brands like Lane Bryant that focused on large women's clothing. Since 2017, in addition to Nordstrom, Amazon, Walmart and other retailers have launched large clothing brands, fashion and sports brands such as J. crew, Forever 21, and Nike have also expanded their large size clothing series to attract more consumers.

However, China's large women's wear did not wait until 2007, when the first real big size women's clothing brand "top 10 x", whose parent company is similar to Lane Bryant, started with maternal and infant products. But the "big ten" did not continue to dig into the big size clothes like Lane Bryant, so they left the women's wear market in a hurry. In the years since then, China's large women's clothing is in a surge in demand, but no targeted and scale brand has been born.

According to coresight research, a global retail think tank, by 2020, the size of the US large size clothing market will grow to US $24 billion, with an annual growth rate of about twice the total growth rate of the clothing market In 2020, the value of China's large clothing market will reach 10.9 billion US dollars.

Under such a large scale, the spring of China's large size women's wear is also quietly coming. In the past two years, with the spring breeze of e-commerce and live broadcast, the track of women's wear in large size is rapidly warming up. Taobao alone has more than 600000 stores related to large women's wear. In this new and fierce track, there are two large women's clothing stores out of the tight encirclement.

During the period of tmall 618 in 2021, the women's wear brand has become the sales champion of large women's wear category. Founded in 2018, Dushu is a women's clothing brand born in e-commerce. Its main style is French retro style. The sizes of clothes on sale range from m to 4XL. Among the clothes sold by the single bundle, the most popular one is the one with looser, meat hiding dresses. Single bundle clothing almost has obvious waistline, but not too close to the body, can achieve thin visual effect, and highlight the proportion of the whole body in the cutting. This is suitable for Chinese women who want to wear thin clothes. The number of sizes can meet the needs of being fat to large. The price of spring and summer clothing is between 100 and 300 yuan. The monthly sales of one of the best-selling items is more than 10000 yuan, and the monthly sales volume of eight items is more than 2000. The definition of Dushu is light mature and light weight women's clothing. The clothing style is young and suitable for urban women's commuting and leisure. In the single bundle studio, several anchors with different body types will try on and explain the clothing together. The anchor with pear shaped, apple shaped, hourglass shaped and H-shaped body will try on and explain the clothing respectively to show the real upper body effect of the clothing.

In June 2020, Yang Tiantian announced that he would step down from all brokerage businesses and turn to the live broadcasting industry to carry personal large size women's wear brand plusmall. Later, on July 25, Yang Tiantian opened the first live show with goods in xiaohongshu. On that night, the total transaction volume of Yang Tiantian's first shopping with goods exceeded 7.36 million, and more than 3000 pieces of individual large women's wear were pre sold for the first time. Plusmall's overall style takes the strong personal color of Founder Yang Tiantian. Suits and skirts are the main styles. Girls in large size in the workplace can choose their own "war robes". In addition to urbanization in design, one of the characteristics of plusmall clothing is the fabric. Each clothing has selected the fabric which conforms to the design, in order to highlight the sense of quality. For example, the retro dangling collar knitted skirt launched in the spring of 2022, as an internal long skirt, uses the hemp milk silk fabric, which is close to the skin and is not easy to deform. Under different light conditions, the fabric will show different luster and outline a graceful curve.

With the development of the large size women's wear market, more and more large women have the choice of dressing freely. The track is gradually refined for different groups, and the style is in line with the ordinary women's wear. In the competition, more and more large women's wear brands have found the direction suitable for their deep cultivation, but there are also many problems in this field, such as the category is concerned but the mature brand is less, the boundary between the large size women's clothing and the slightly fat women's clothing is not clear, the online stores are mainly and the offline physical stores are in the state of being developed, etc. With the emergence of women's clothing brands in the big wharf department, the entry threshold of this market will be higher and higher. It is not too late to enter the bureau now.