Retailers Can't Ignore 100 Million Plus-Size American Women Forever
By Margaret Bogenrief We all know, understand and have opinions on one simple fact: America’s getting bigger. Regardless of the passion or rage or ambivalence directed toward this reality, it is simply that: a reality. To whit, the “average” American women now wears a size 14 (with “plus-sizes, often classified as 14 to 34, account(ing) for 67 percent of the population) a number that typically hits the ceiling size charts of most American-distributed stores and brands. Even more importantly, outside of plus-size retail giants Lane Bryant (which offers few rave reviews and fewer stylish options to its clientele) and the eternally-tasteless Hot Topic, those “regular-sized” stores and brands that do offer a depressingly slim host of fashionable options to this majority of Americans, do so almost begrudgingly and with little focus on what, specifically, this segment of women want, instead acting like whatever is on the shelves is good enough for the consumer, regardless of her needs
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