Investment Worthwhile: The Case for High-Quality Plus-Size Clothing
In the world of fashion, understanding the specific needs and preferences of diverse customers is paramount. However, the designer market has been criticised for lacking a brand that truly caters to the unique requirements of plus-size customers.
This gap in the market is particularly noticeable when brands opt for plus-size models in their advertisements merely to "tick a box," rather than making size inclusivity a fundamental part of their brand culture. Plus-size customers, just like any other customer, desire clothing that aligns with their own distinct style.
In an effort to bridge this gap, Nordstrom, a renowned retailer, has collaborated with various brands and labels to expand its offerings for plus-size customers. This includes both in-house lines and collaborations with external partners. Yet, as of December 2023, there has been no public announcement regarding a specific company becoming an exclusive plus-size women's wear first-tier supplier in 20 Nordstrom stores starting from 2025.
While it is possible that new partnerships or concepts may be announced or implemented after 2023, the most reliable and up-to-date information can be found in press releases from Nordstrom, fashion industry media, or the official social media channels of Nordstrom and potential partners.
Contemporary customers, regardless of size, seek authenticity in promotional imagery. Brands should prioritise using plus-size fit models to ensure clothes fit well, as a poor fit can give the impression of a superficial commitment to size inclusivity. An authentic commitment to size inclusivity is important because, as one industry expert put it, "this customer will call you out if you're fake."
The plus-size clothing market is a significant player, valued at around $114.1 billion, and projected to grow annually at a rate of 5.1% through 2032. Despite this, the fashion industry has historically been criticised for its lack of size diversity, particularly on runways. The Vogue Business Autumn/Winter 2025 size inclusivity report found that 97.7% of looks presented were straight-size, 2% were mid-size, and a mere 0.3% were plus-size.
In recent years, there has been a shift towards more authentic representation in marketing plus-size clothing. Perfection and glossy imagery have given way to a more relatable, everyday aesthetic. The representation of plus-size models on runways has also seen an increase, with plus-size representation on fall runways reaching an all-time high of 2.4% in 2022.
However, the representation of plus-size models on runways was lower for the spring-summer 2025 season compared to the fall-winter 2025 season. This underscores the need for continued efforts to promote size diversity in the fashion industry.
Brands often make the mistake of assuming that all plus-size customers share the same taste. However, plus-size customers, like any other customer, are individuals with unique styles and preferences. Brands that recognise and cater to this diversity stand to gain loyal, long-term customers.
One brand that has made strides in this area is Universal Standard, which carries sizes 00 to 40 and debuted in 20 Nordstrom stores in March 2025. As the fashion industry continues to evolve, it is hoped that more brands will follow Universal Standard's lead in promoting size inclusivity and catering to the unique needs and preferences of plus-size customers.
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