PLUS
SIZE
Artikel | article
CISO
CHOISE
ADIA
PONT NEUF
Summary
More and more people in the western
world are becoming overweight, and that
has paved the way for fashion brands and
companies that have specialized in desig-
ning clothes for the plus-size segment.
According to The World Health Organizati-
on (WHO), more than 59% of the European
population are either overweight or obese.
Figures from WHO also show that 54 per-
cent of Danish men and women aged 18+
are moderately overweight with a BMI of
25 or above. 19% are obese with a BMI of
30 or above.
The figures were published in the WHO
survey The European Health Report 2015.
The report is released every third year,
and an updated report is expected in 2018.
There are no signs of improvement, and
number of fashion brands have expanded fits of the increased demand for plus-size
nies are going all-in and launching dedi- rooms in physical stores despite the rising
their lines to include larger sizes – often all
the way up to 8XL. Other fashion compa-
cated plus-size brands aimed specifically
at plus-size consumers.
Increased competition in the plus-size
market also makes some brands move in
the opposite direction. Take the Danish
men’s wear company Allsize Company
Group, for instance, which developed a
strategy in 2017 to go from solely focusing
on men in the Big & Tall segment to inclu-
ding the regular size segment as well. As a
result, the company launched the two new
concepts Replika Jeans and North 56-4 for
men in all ages and sizes.
Zizzi in control over sales channels
obesity researchers have declared the is- The demand for plus-size fashion is also
tile industry to develop and design clo- stores aimed at the segment for a number
sue an epidemic of obesity in Europe.
The trend has paved the way for the tex-
thes aimed at consumers who cannot fit
“normal”-sized clothes. In recent years, a
reflected among retailers. Chains such
as Zizzi has desi