Plus Size Case Study

Plus Size Case Study

Dominic Foster

Dr. Sujata R.

Consumer Behavior

Notre Dame de Namur University

October 5, 2016

Plus Size Case Abstract

        The Plus size industry has become a major player in the world economy. They have grossed $1 billion dollars in 2014 and sense grown, and is now in 2016 worth a shocking $20.4 billion dollars (Business Insider, 2016). The industry has been redefined with high fashion plus size designers and companies have exposed the plus size women. Platforms like social media have been a major support system for the industry and have embodied a new type of model and leader for the plus size women industry. This analyzation gives insight to the plus size industry, its development, and its major contributors to the plus size success up until this point.

Lane Bryant Success & How Industry Changed

        Before plus size fashion women mostly up until the start of new century were seen to conform into insane beauty goddesses, and fashion companies push more unrealistic beauty ideologies towards women.  Lane Bryant, Cacique, and Livi. Lane Bryant are known as the pioneer of plus size fashion creating an outlet for high fashion plus size merchandise. These companies helped create a high end fashion outlet showing the world it’s okay to be plus size, and look more than great while they were at it. Lane Bryant which began in the late 1900 and was acquired by Ascena Retail Group in 2012. Lane Bryant assist plus size women in knowing that it is okay to be plus size, and look amazing while you’re at it. In 2014 Lane Bryant grossed about $1 billion dollars, and online retailers like ModCloth have reported that plus size shoppers spend 25% and buy 17% more than those of modest size shoppers.

        Companies like Cacique who have introduced the lingerie for plus size girls have been seen in global commercials and seen through social media campaigns. Cacique plus size campaign has the tag “I’m no angel” as opposed to the angel slogan affiliated with Victoria Secret the lingerie for more modest sized women. Livi has created the active fashion wear for plus sized women.

These positive attitudes towards plus sized women is not only to encourage the plus size women being comfortable with herself, but to also let them they are a valued customer. Some women face challenges of not wanting to associate themselves with these brands, because they’re embarrassed of what it will mean. This is the main issues for revenues within the last year, but in any case the plus size industry and Lane Bryant are growing at a great pace, and has future ahead of it. Lane Bryant has transformed women in a different image or at least began the art piece.