While some marketing experts projected that plus-size women would not be interested in fashion trends, two Asia-based e-retailers are finding that just the opposite is true.
According to first-quarter sales data in 2017, plus-size fashions are becoming more mainstream than ever. “We started with the plus-size category in 2015 and it has now become one of our top sellers,” said Layla Jim, Senior Operations Specialist for Sammydress. “As the demand grows, we have a better idea of what plus-size women want.”
Because Asian sizes can differ from traditional sizes in other parts of the world, shoppers are cautioned to select the proper sizes when ordering. Sammydress and Rosegal provide size conversion charts on their websites.
Tops and dresses are big sellers
In the Sammydress plus-sizes, tops (43% of sales) and dresses (35%) are the fastest-growing categories. Page hits are up to 300,000 with a conversion rate of 5%.
Outerwear sales are surging
The conversion rate for page views of plus-size outerwear on Sammydress is up to 10% and is expected to increase even more.
Workout fashion wear
Rosegal reports that workout leggings and joggers are its top plus-size sellers.
Plus-size shoppers look for comfort and style
Feedback from customers indicates that plus-size women are interested in fashion trends but are also looking for comfort and styles that don’t over-emphasize their figures. There is, however, a strong interest in looking sexy.
Toward that end, Sammydress and Rosegal have designed plus-size clothing that looks and feels great. The companies have featured styles that include asymmetric hems under the tops (to cover the buttocks), neck wraps and empire waists that highlight bust lines.
Other leading retailers – like Nike, Forever 21 and Lane Bryant – have also launched plus-size fashion lines but most of them only offer basic styles. “I’m not sure these companies believe that plus-size women will buy trend-led fashion,” said Jim.
In addition to women’s fashion wear, Sammydress and Rosegal offer many other discounted items, including hair care accessories, home garden products, bags, watches and beauty aids. ZAFUL, another sister company, sells more fashion styles at cut-rate prices.