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The BIG Opportunity

The BIG Opportunity. Written by Kyrsten Crawford Presented by Kelsey Chan and Bita Motamedi. Large Market Segment. 60 million Americans considered obese Additional 28 million by 2013 Most rapidly rising among urbanites. Grand King. 30% bigger than king size. Accelerating Trend.

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The BIG Opportunity

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  1. The BIG Opportunity Written by Kyrsten Crawford Presented by Kelsey Chan and BitaMotamedi

  2. Large Market Segment • 60 million Americans considered obese • Additional 28 million by 2013 • Most rapidly rising among urbanites

  3. Grand King • 30% bigger than king size

  4. Accelerating Trend • Up until 1980’s body sizes remained relatively stable • 1980 average weight: • Male: 174 lbs • Female: 145 lbs • 2006 average weight: • Male: 205 lbs • Female: 175 lbs • 30% rule

  5. Beyond Weight Loss • Limited selection other than Lane Bryant • Fastest growing segment in clothing industry • Less price sensitive • Trend gave rise to niche player: • Torrid (division of Hot Topic) • Target women in their 20’s

  6. Entertainment and Obesity • Southwest Airlines • 30 year old policy • Plus size market vacation resorts • Freedom Paradise: Cancun, Mexico • Size acceptance night clubs • Avg. person weighing 250 lbs+ • 300+ people per weekend

  7. Product Line Extension • Companies accommodating larger framed society • Big John Toilet Seat • Demand doubled in six months • Nemschoff healthcare equipment • Difficulties in marketing to obese

  8. Campaign for Real Beauty

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