From being ignored to becoming a trend, the plus-size women’s clothing market welcomes spring
List of promoted players
“Recently, I have been paying attention to Audrey Houben’s funny videos, and Big Data often sends me videos of reviews and sales of plus-size women’s clothing. I decided to buy them on this ‘Double Eleven’.” Ms. Wang happily showed reporters the “fitting and beautiful clothes” she bought. Because she is fat, how to buy suitable clothes has always troubled her.
In the past two years, with the consumption trend of women increasingly tending to please themselves, good-looking and comfortable plus-size women’s clothing has become an urgent need for many “plus-size girls”. At the same time, with the spring breeze of e-commerce and live broadcasting, the plus-size women’s clothing track, which has been ignored by mainstream aesthetics and the market, is rapidly heating up.
The spring of “plus size”
For a long time, plus-size women’s clothing has been a neglected area. On the one hand, plus-size bodies are more diverse. People with fat thighs, fat bellies, and fat shoulders have different dressing needs. Plus-size clothing costs more in terms of style and fabric. On the other hand, some brands believe that plus-size clothing Clothing can “smear” the brand image, and plus-size clothing is often treated as ancillary business. Whether they are middle-aged mothers or young girls, “plus-size girls” are all troubled by problems such as nowhere to buy clothes, not many styles, and not fashionable enough.
In recent years, with the rise of women’s independent consciousness, everyone has begun to accept “imperfections” in body shape and strive to show diverse, healthy and real beauty. “Plus-size girls” are also becoming more and more confident in pursuing the design and fashion sense of plus-size clothing.
In shopping malls, more and more women’s clothing stores have abandoned the thin models in the trendy aesthetic and used strong models to display clothes. The “bye bye flesh” on the model’s arms and the small belly have aroused heated discussions among netizens. At the same time, the status of “plus-size” in the fashion circle is gradually rising, and more and more brands are beginning to use plus-size models, demonstrating the definition of “broader beauty.”
2020 can be said to be the sudden rise of plus-size women’s clothing, becoming an important year for driving the performance growth of the women’s clothing category. Public data shows that this category achieved sales of 15.6 billion yuan that year, a year-on-year increase of 42%. According to data from global retail think tank Coresight Research, China’s plus-size clothing market has a market value of US$10.9 billion in 2020. Tianyancha data shows that there are currently more than 3,800 plus-size women’s clothing companies in my country, and more than 610 have been added since this year.
The business experience of “large code”
It can be said that the demand for plus-size women’s clothing has always been there, but it was not taken seriously or really seen before. As the demand for plus-size women’s clothing becomes higher and higher in the market, new business opportunities are also emerging due to the huge market demand.
Audrey Houben is a little fat girl who makes funny content IP. She has more than 10 million fans on the Internet, and her online store “Audrey Houben Taobao Store” has more than 200 kinds of clothing items, with the highest monthly sales. Sales volume of single product purchased 700+ times.
Audrey Houben is not the only internet celebrity who thinks of the plus-size women’s clothing business. On Douyin, the number of fans of “Jinggujia Micro Fat Customization” has reached 1.05 million, setting a record of monthly sales of one million.
Sensing the charm of plus-size women’s clothing, there is Yang Tianzhen, a popular celebrity manager who is also a “plus-size girl.” In June 2020, she announced that she would step down from all brokerage business and turn to the live broadcast industry to carry her own plus-size women’s clothing brand Plusmall. Ten months after the brand was launched, sales exceeded 100 million yuan. In this year’s 618 promotion, Plussmall’s omni-channel sales increased by 222% year-on-year, reaching 27.55 million yuan.
The new design and brand communication methods have brought a “revolutionary” change to the plus-size women’s clothing market.
The reporter searched for the keyword “large size” on Taobao and found that more than 600,000 stores have labeled their products with such labels. According to the product pictures of Taobao stores, reporters found that plus-size women’s clothing has unique “schemes” in design: raising the waistline and elongating the visual proportion; using high-saturation colors to attract attention and divert attention, etc. At the same time, we pay attention to the demand for clothing in multiple scenarios, including business entertainment, dating, vacation travel, home and other types.
In addition, the rise of live streaming, social sharing and other channels have directly or indirectly contributed to the outstanding sales performance of plus-size women’s clothing. The reporter saw in the live broadcast room of the plus-size women’s clothing brand that several anchors with different body types tried on and explained the clothing together, showing the true upper body effect of the clothing. It can be said that the emergence of live streaming sales has made the user market of large-size brands larger, the sales distance has become smaller, and marketing costs have been reduced, providing brands with opportunities to reduce costs and increase efficiency.
“Large size” also requires “high quality“
The popularity of the plus-size women’s clothing industry has intensified industry competition. At the same time, with the emergence of leading plus-size women’s clothing brands, the entry threshold for this market has become higher and higher. However, the plus-size women’s clothing market is also facing development bottlenecks: there are few mature brands, quality cannot be guaranteed, and there is a lack of offline physical stores.
The reporter noticed on a social sharing platform that many users pointed out that the products of some well-known plus-size women’s clothing brands are of poor quality. “Although the prices are cheap and some are good in design, they will wear out after being worn a few times.”There are holes, pilling, etc.”
Public data shows that the unit price of plus-size women’s clothing is usually between 100 and 300 yuan, and the return rate can reach 15% to 25%. There are few products that can take into account both quality and personalization, and there are even fewer brands in the high-end market.
Industry insiders believe that the upgrade of plus-size women’s clothing is actually a further segmentation and development of the domestic women’s clothing market, echoing the current new consumer trends. However, the beautiful-looking plus-size women’s clothing track is not as easy as imagined. High-end and high-quality products will be the future development trend. The market needs powerful “high-quality” players with professional experience in the apparel field. From fabric procurement, pattern design, product testing and even after-sales disputes, every link needs to be carefully polished.
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