Inclusivity is changing to include body sizes
The greater movement towards inclusivity traditionally centers around race, gender, SES, etc. Now companies are starting to recognize that body sizes are another dimension of the inclusivity movement.
Torrid, a momentum master and the largest direct-to-consumer plus-size apparel brand in North America by net sales, closed above IPO price earlier this month. This is a clear indicator that the body-inclusivity movement is gaining momentum and evolving from a high velocity topic to one that has growing mass and mainstream acceptance.
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From clothes to everyday activities, People of all sizes and proportions want true representation -- they don’t want to feel like they are in an “other” category or a separate “size box”.
The mean weight, height and waist size of an American woman is 171 pounds, 5’3 and 38.7 inches, according to the CDC, which translates to a U.S. size 16 at Torrid and H&M, 18 at Athleta and 20 at Old Navy… So while "plus-size" actually encompasses average American sizes, more than 90% of clothing sold by major retailers like Macy’s and Net-a-Porter are under size 16 — the point at which the plus-size labeling starts.
Brands like Torrid, Rihanna’s Savage x Fenty Lingerie and Kim Kardashian’s Skims are changing the plus-size industry through innovation in fit, style and the way they communicate with their consumers -- sparking FOMO and getting consumers excited to be part of their brands.
Most importantly, they are addressing one of the biggest challenges with the plus-size industry: beyond a lack of larger sizes, there are also problems regarding consistency and style when it comes to plus-size clothing.
Torrid: Torrid’s recent IPO could spur more investment in plus-size apparel market.
Torrid CEO Liz Muñoz says they focus intensely on fit, using a process that relies on real plus-sized people rather than mannequins, takes customer feedback into account, and avoids just sizing up non-plus sized clothing. Torrid emphasizes consistency in their fit and sizing, and brand community and an exceptional fit room experience in their brick and mortar stores.
Savage x Fenty: Fenty has established itself as a truly inclusive brand, offering all of their styles for men and women in plus-sizes, and even removing the “plus-sized” label. Fenty also features both plus-sized men and women in its advertising.
Skims: Skims is leading the shapewear category. Born out of Kim Kardashian’s own experience having to cut and sew her own shapewear to get the right fit. Skims offers shapewear meant to accentuate a wide range of size-inclusive body types.