...only 17% of women's apparel dollar was spent last year on plus-sized clothing, according to Marshall Cohen, chief retail analyst for the NPD Group. This happened even though plus-sized women had 28% of the purchasing power, he said.
It makes you wonder about the higher math. The average-sized woman in America is either a 14 or 16 -- depending on who you ask and what style she's got on (and sometimes which afternoon she's trying it on). According to the Centers for Disease Control and Prevention, she weighs 164.7 pounds.
Again, why the disrespect?
Cohen says one reason is there's the perception, backed some by reality, that a part of the larger-sized market is not fashion-centric, "not into clothes." And, two, there is simply not enough product available for them to spend money on.
"If you don't give them more than 10% of the floor space of available retail floor space, " he asked, "what do you expect?"
Upsizing patterns is no easy feat. Many designers would love to create larger versions of their designs for ample women, but they're unsure how to proceed. And when they do make larger sizes, the sweaters often do not fit the plus-size knitters very well. Why? Because the industry standard measurements for plus sizes frankly suck.
Please help. Visit Amy's Plus Size Measurements page and enter your measurements today. It's completely anonymous and free - and imporant.
If you need help figuring out how to take the measurements, visit the Craft Yarn Council of America's standard measurements and sizing page.
I'll keep you posted about this effort and will let you know when Amy finishes her analysis. A million thanks to Amy for taking on this project - and to you for donating your measurements to the cause.