Target and Nordstrom are two major clothing retailers that are now offering more plus-size clothing. Americans are getting larger, and stores are looking to be more inclusive. According to US government health statistics, over 70% of American adults are overweight.
Clothing stores used to have a very limited selection of plus size clothing and place what small collection they had in a small, isolated area of the store. Now, stores like Nordstrom and Target are desegregating plus-size clothes and putting the plus-sized mannequin next to the other mannequin, with them both wearing the same outfit. In addition, some stores are beginning to use plus-size models on their websites next to the other models.
Nordstrom has decided to increase their stock of larger sizes from 100 of their brands. The store plans to have these plus-size clothing items for sale online and in 30 of their physical locations. Target stated that by the end of this year they plan to have plus-size lingerie, swimsuits, and athletic gear next to the regular-size items in those clothing categories. The clothes will be displayed on mannequins over a large size range, from size 4 to size 22.
Last year, REI decided to fill an empty spot in the market by increasing their plus-size options by 50%. When talking about why the company did this, Michele Orr, REI’s general merchandise manager of apparel, said, “There weren’t many outdoor brands that made larger sizes. We had to convince them by explaining the business opportunity.”
All of these different clothing retailers want to change the feeling that some plus-size shoppers have been experiencing in the retail environment in the past. They don’t want them to feel secluded from other shoppers or feel that they aren’t as important. If brands and retailers do not want to miss out on many customers, then they will need to begin producing and selling plus-size clothes.
Want more insights from our expert network? Subscribe to the Worthix Newsletter for a monthly summary of all things Customer Experience, and be the Voice of CX in your workplace or friend group.
Meet the Worthix Content Team. We’re dedicated to bringing our readers value from the crossroads of CX thought leaders, industry experts, on-the-ground CX practitioners and top academics from around the world.
