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The Big Opportunity: Tapping into the Rising Plus-Size Market

The plus-size clothing segment represents a significant opportunity, with 60 million Americans identified as obese and an additional 28 million projected by 2013. Urban areas are experiencing rapid increases in body sizes. The average weights of males and females have soared since the 1980s. As the fastest-growing segment of the clothing industry, the plus-size market is less price-sensitive and has birthed niche players like Torrid. Companies are also extending product lines to accommodate larger sizes, indicating a paradigm shift in marketing strategies and societal acceptance.

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The Big Opportunity: Tapping into the Rising Plus-Size Market

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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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