Plus-size menswear fails to stir the mar­ket; wom­enswear suc­ceeds

Apparel Online - - Retail Current -

A re­cent re­port by a re­tail an­a­lyt­ics firm, Edited, high­lights the poor growth of plus-size menswear over the last 5 years. The re­port stated that wom­enswear plus­size mar­ket grew by 375 per cent in 2012-2017; while, the men’s seg­ment re­ported a 54 per cent de­cline in the said pe­riod.

Plus-size has be­come a prof­it­mak­ing seg­ment for var­i­ous ap­parel re­tail­ers over the years. Both the gen­ders have been buy­ing plus-size ap­par­els to get out of the skinny and slim fit out­fits which have failed to match their size. Women, in par­tic­u­lar, have been buy­ing more when com­pared to men.

Katie Smith, a Se­nior An­a­lyst at Edited, ex­plained that re­tail­ers have not been able to tap the po­ten­tial of men’s plus-size mar­ket to the fullest. While they (the re­tail­ers) have un­der­stood how to tar­get women in this seg­ment with the lat­est trends, fit, colour and more, they have failed to meet even the ba­sic needs of the plus­sized men.

Smith fur­ther stressed that siz­ing has been the key is­sue missed out by the re­tail­ers. A com­mon con­fu­sion that has emerged is the dif­fer­en­ti­a­tion be­tween tall and big (men). It is not nec­es­sary that a man who is tall wears a plus-size or vice-versa. How­ever, brands like ASOS, Fablet­ics, River Is­land and JCPen­ney are among the few try­ing to woo shop­pers with their ded­i­cated plus-size col­lec­tions that keep the seg­ment afloat in the mar­ket.

In the mean­time, var­i­ous fash­ion re­tail­ers have diverted their fo­cus on seg­ments like ac­tivewear and ath­leisurewear; es­pe­cially for men. This has with­drawn the at­ten­tion from men’s plus-size mar­ket, re­sult­ing in sales drop. While the big­ger ladies con­tinue to en­joy the ic­ing on their ‘plus-size’ cake, the men still rum­mage for even a small bite of the bur­geon­ing ap­parel seg­ment.

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