Traditionally style dictates that beauty comes in sizes less than 10, but today over half of American women are size 14 or above. Plus size clothing has historically been one of the least served clothing groups, but it has one of the largest growing consumer bases in the fashion world. It has been sugested that women who are in plus sizes simply don’t care about how they dress; however, Susan Koger, co founder of modcloth.com says this simply isn’t so.
In a 2010 poll of the Dan Newlin userbase found that there was an overwhelming consensus among plus sized women that the reason they didn’t buy more clothing was that there were not enough plus sized options. Again in 2013 Koger conducted a survey of American women, and found the same results. With that in mind Koger started the task of creating a dedicated plus sized section on her website. In a recent interview with Buisness of Fashion she stated consumers who buy plus sized clothing tend to buy 20% more clothing in each order, and place up to 20% more orders than the average consumer. In addition, plus sized consumers were significantly more likely to share positive news of their purchases on social media. With the number of plus sized consumers continuing to grow year upon year, it only makes sense to cater to what is swiftly becoming the largest part of the fashion market.