"Fashion Has To Reflect Who You Are"
An increase in body confidence and the support of key fashion influencers have undoubtedly helped to ‘normalize’ the plus-size industry and encouraged its popularity growth. Plus-sized women shouldn’t think of themselves as a size. They should think of themselves as women with rich goals in life. The fashion industry has also helped grow the plus-size market via its use of plus-size models at major fashion shows. With their photos regularly receiving thousands of likes and their willingness to speak out against ‘body-shamers’. Last year, consumers spent on buying clothes, accessories and shoes online, and across the world, revenue from ecommerce in fashion is likely to be increase in the next coming years. Clearly, digital platforms are crucial in the industry — but how is technology affecting the plus-size sector specifically?
Plus-Size consumers shop online for everything. The brands selling this type of clothing have to engage with their target audience in their preferred method — online. The development in fashion ecommerce sites and online channels have also helped to grow sales in the sector to a greater extent than if there was less online availability for purchasing plus-size clothing. For example, many brands are currently investing in virtual stylists, body scanners and online fitting rooms — all of which create an interactive and enjoyable experience for plus-size customers that will help bring this specific sector of fashion onto a more even playing field with the overall women-swear market.
A lean towards social media advertising and advances in digital marketing are also helping to improve awareness and accessibility to plus-size fashion for everyday Facebook and Instagram users. Instagram and Facebook Shop is making it easier to buy online without having to visit a store site. Social media advertising is also helping to bring plus-size clothing to a younger demographic. These two social media platforms are far more popular among the younger generations. The popular high-street brands stocking plus-size options and a rise in social media coverage of the sector, the plus-size market is able to target a more youthful audience and expand its reach. As fashion focuses more on the user experience and virtual technology, we can expect to see greater interactivity between the plus-size consumer and their online shopping journey. The profit-making advantages of plus-size fashion becomes more widely known and supported, it’s fair to anticipate even more luxury and high-street brands channeling investment and resources into creating plus-size departments to complement their current ranges