Uplift Magazine

Big Demand… but who will supply to it?

By: Sarah Barnes, 15.08.2010 | Comments (2)

One of my day-jobs right now includes working in a clothes shop with a ridiculous sizing policy – Size 14 is the largest women’s size they stock and, to add insult to injury, it is classed as an ‘XL’. Explaining this sizing policy to customers is always tricky (especially when I’m not totally on board with it) but one recent customer took the news particularly badly; ‘That’s not fair!’ she exclaimed, before sighing ‘Oh well, just have to lose some weight I suppose…’ It was heart breaking to see her leave the shop, her self image called into question by the silly sizing policy of one shop.

That a woman over a size 14 feels abnormal and isn’t catered for by British high-street fashion stores is ridiculous – Especially in light of the recent news that over a quarter of women in the UK are a size 18 or larger, whilst the average dress size is 14.

Denying larger ladies stylish clothes in their size is not just bad for women, but it’s bad for business too; As Mintel fashion analyst Tamara Sender has said of the findings ‘Given the numbers of not just plus-size women, but also men, these consumers can no longer be considered a minority or niche sector and retailers need to wake up to the potential of this market.’

Plus sized fashion retailer Evans has, naturally, always been aware that a pretty penny can be made by satisfying the needs and desires of women sized 14 and above – but the store has just announced an exciting new development: Evans are set to launch the first online store dedicated to catering for the teenage market.

This is great news for bigger teens hankering after the on-trend looks that are often only available in smaller sizes. As Gabi Gregg of Young, Fat and Fabulous has said “I think people underestimate how difficult it is to stay current, because the options are very limited.”

Here’s hoping that Evan’s new commercial venture will open up others retailer’s eyes to this fashion savvy market…  giving big women more choice, more style and, most importantly, a feeling that fashion is for them too.

(Image from Evans)