Plus-Size Brand Lovesick Expands Its Size Offerings With an Empowering New Campaign (2024)

FAQs

What brand is discontinuing plus-size? ›

Over the past few years, several brands — from M.M. LaFleur to Loft — have scaled back their plus-size offerings or even cut them entirely. Last May, Old Navy announced it would remove extended sizes from a large number of stores but keep them online.

The demand for plus-size clothing is driven by approximately 67% of American women who wear size 14 and above. This segment of the population has historically been underserved, with limited options in styles, quality, and accessibility. However, the landscape is rapidly changing.

In 2023, there were approximately 12,000 women's plus-size clothing stores in the United States. Store numbers peaked in 2018, before falling to roughly 10,000 in 2020. Numbers slowly increased over the following years, but are still some way short of the 2018 figure.

Our commitment to all styles at the same price is still very much a thing — price parity isn't going away. But based on customer demand and supply chain challenges, we made the decision to remove select extended sizes from stores and will continue to adjust store inventory based on local demand.

Super sizes and extended sizes are used interchangeably for sizes 26W and above. Sometimes the size 26W is included in plus size'."

"Our product and design strategy is built around creating products for our target guest in our size range of 2-12. While we know that doesn't work for everyone and recognize fitness and health come in all shapes and sizes, we've built our business, brand and relationship with our guests on this formula.

This lack is surprising, especially considering that, according to Future Market Insight, male consumers lead the plus-size market. According to figures from this source, the global plus size market reached a value of 288 billion US dollars in 2023 and is expected to exceed 500 billion dollars by 2033.

Plus-size modelling has become a powerful movement, championing diversity and challenging societal norms. In the UK, a significant increase in demand for plus-size models has been observed, reflecting a growing acceptance of diverse body shapes in the fashion world.

Producing plus-size clothing can cost a little more, but the extra expense isn't as much about additional materials as it is research and development, Downing Peters said. “That means looking at who (the) consumer is,” she explained, “and also looking at demographic trends in the proportion of plus-size women.”

In conclusion, size-inclusive fashion is important because it celebrates diversity, promotes body positivity, inspires creativity, and encourages social change. It's a movement that is making fashion more accessible, more empowering, and more fashionable in every sense of the word.

Is plus size clothing a good business? ›

Plus-size is profitable. A recent study by ModCloth found that 90% of women feel more confident when wearing a great outfit. They also found 81% of women are willing to pay more money for great outfits, and 88% would purchase more trendy outfits.

In most luxury stores, you'll find that extended sizes are either tough to find or completely nonexistent. Marina Rinaldi's collection is quite the opposite, offering eye-catching, Italian-inspired designs that specifically cater to curves.

“The Gap's failure is all about its lack of leadership,” said Mark Cohen, the director of retail studies at Columbia University's business school. “They had a brilliant period of growth and popularity, which they frittered away.”

LOFT Takes The Ax To Plus Sizes; That's Not Even The First Mistake They Made. The plus size fashion community was (and still is) up in arms over the news that LOFT will be discontinuing their extended plus size range. The news wasn't announced in a press release or an official statement…

When it comes to the fashion industry, "plus size" generally refers to clothing labeled size 14 and up in the United States, although this varies by brand and may start anywhere from size 12 to 18. In the UK, it's typically size 16 and up, and in Europe, the sizes usually begin at 44 and up.

Clothing companies say that it's hard for them to make and stock larger sizes because it requires more fabric, more patterns and more money. That's all technically true, says Fiona Dieffenbacher, who heads the fashion-design program at the Parsons School of Design.

We're committed to continuing to grow our Plus collection even further, always ensuring that each piece we add feels as good as it looks.

The brand launched its plus size line just three years ago. Come fall, LOFT will reportedly stop offering plus size clothing options, and instead only carry up to size 18, according to social media comments from the brand on both Instagram and Twitter this week.

When it comes to the fashion industry, "plus size" generally refers to clothing labeled size 14 and up in the United States, although this varies by brand and may start anywhere from size 12 to 18. In the UK, it's typically size 16 and up, and in Europe, the sizes usually begin at 44 and up.