Study reveals new opportunities for retailers in oft-ignored market

The plus-size market is being reenergized by a new demographic.



Teenage females in the United States are changing when it comes to the types of clothing sizes they are purchasing, according to the 2015 Women’s Special Sizes Study from The NPD Group.



While the number of U.S. teens purchasing in the junior size category has declined from 81% in 2012 to 73% in 2015, the percentage of those purchasing plus-size clothing has grown almost two-fold. It now stands 34%, compared to 19% in 2012. That’s good news for Torrid, one of the few national retailers to target the group.



“Teens are reinvigorating the plus-size market,” said Marshal Cohen, chief industry analyst, The NPD Group. “Today’s young consumers know what they want and won’t settle for less. This energy will turn up the volume at retail for the plus-size apparel market overall, which is important but sometimes overlooked.”



Plus-size women have long felt ignored when they shop for clothing, and have complained that brands design plus-size clothing as an afterthought. But teens are most likely of all age groups to feel this way. They want plus-size clothing in the same styles that are available for their smaller counterparts, according to NPD.



“A one-size-fits-all approach doesn’t work for most clothing, and it doesn’t work for marketing to consumers either,” added Cohen. “The junior-size and plus-size mindsets are converging in the growing plus-size teen consumer segment, and it is just the beginning. Addressing the distinct differences in the way we market to, and deliver product for, junior and plus-size consumers is the first step to maximizing the potential of the entire special-size apparel market.”