The needs of plus size consumers have long been the elephant in the room of the fashion industry until body positivity and fat acceptance movements promoted the slogan (口号) that large-bodied people are not those who are left behind. This size-inclusive (尺码包容) trend has become so popular that it is influencing mainstream culture. As a result, fashion brands have finally decided to extend their size ranges. In 2022, the plus-size market grew twice as fast as the standard size market in both North America and the UK.
Yet, many consumers say fashion brands broadening their ranges are not truly inclusive. "Inclusive sizing means that all bodies are included in fashion, not just the ones who fit in standard sizes," says Marie Southard Ospina, a UK-based journalist who covers body-image issues. "However, what many designers do right now is pick a number that they think is big enough to include plus sizes and stop. This is even more disrespectful."
Researchers also criticize that some brands are just taking advantage of the trend. "Brands that used to promote so-called perfect bodies in their advertisements are now trying to get in on the trend by adding a few sizes. It doesn't feel like they really care about plus-size people," says Tom Burgess, analyst in fashion industry. "If brands cared about large-bodied consumers, then it wouldn't have taken until now to acknowledge that they exist," he says. "It gives the impression that companies are just trying to gain a share of the market without a real commitment to the community."
The fashion industry must go beyond merely producing clothing in a range of sizes if they hope to succeed with a body -diverse world. The whole industry has to connect on a personal level with consumers. That involves showing shoppers that they are seen, understood and important to brands. "Consumers care about values, and so they want to buy from brands that reflect the values they believe in. Everyone should enjoy the same range of fashion options," says Ludovica Cesareo, professor of marketing at the College of Business in the US.