Irrespective of the times or circumstances, fashion has displayed a tendency to stay strong. This is solely due to its flexibility to adapt to the most sudden changes. In a country like Australia, fashion has emerged as a strong contender, catering to diverse groups.
A notable emergence in this constantly-changing fashion market was the rise of plus-size fashion. Instead of being plagued by the inconsistency of the standard sizes, individuals can check out the plus-size segment.
The plus-size segment even consists of a variety of activewear! In terms of plus size activewear Australia consists of a variety of stores with differing fashion choices.
The Origin
According to a source, the plus-size market is valued at an astonishing 1.2 billion dollars in Australia. Moreover, the market has witnessed a 2.3% growth in the year 2022 itself!
That brings us to the question: Why was plus-size clothing introduced?
Back in the late 1800s and early 1900s, productions methods were becoming more streamlined. As a result, manufacturers introduced some standard sizes that are applicable to this day.
But change came knocking in 1920 when businesswoman and designer Lena Bryant entered the market. During the same time, she noticed an untapped market in the form of ‘stout figured women’, as she described it.
Lena noticed a lack of good quality and fashionable clothes for these women. Determined to make the industry more inclusive, she personally measured 4,500 of her customers before opening a plus-size segment.
Presently, Lane Bryant (modified name) has over 700 stores across the globe.
The Need
Fashion cannot be considered inclusive until it takes all body shapes and sizes into account. In the present age of social media, campaigns like body positivity have gained more traction. As a result, it is no surprise that the fashion market had to incorporate plus-size clothing.
Gone are the days when societal expectations of individuals, especially women, were to remain in shape. As people embrace varying body shapes and sizes, the fashion market only has two choices – to adapt or be left behind.
In addition, ignoring an industry valued at 1.2 billion dollars, just in Australia, seems implausible. Plus-size clothing is not just available for casual and formal occasions but even for your workout sessions.
To embrace plus size activewear Australia is dotted with a variety of stores, available as and when needed.
The Scope of Plus Size Fashion
As the market expands and offers more variety, plus-size fashion promises to grow exponentially. Add to the fact that brands rely heavily on marketing, and including plus-size fashion would enable them to appease their audience.
Moreover, a lot of design styles are yet to be explored in plus-size clothing. For instance, sympathetic shapewear is a segment that sits alongside the plus-size market. It is yet to be seen how these styles can gel well together.
With the rise in e-commerce, individuals feel more comfortable shopping for plus-size clothing. It will be up to brands to be innovative and devise new ways to ensure customer loyalty.
Summing Up
The plus-size fashion industry adds a feather to its cap every year with the styles introduced. Major brands are constantly in competition with each other to attract customers and ensure they stay.
After all, a brand identity is as important as maintaining quality products.