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Dissertation Presentation

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Kayleigh Derrick

on 15 May 2013

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Transcript of Dissertation Presentation

Diversifying Size:
The Opportunities within
Plus Size Fashion for
Young Women in the UK Kayleigh Georgina Derrick
Retail Buying (Textiles) BSc (Hons)
P10523193 Any Questions? Is there room for growth within Plus Size Fashion for Young Women in the UK? Secondary Research Market Size Market Forecast Sizing Health Issues & Obesity Grading within Retailers The use of secondary research proved that there is an apparent gap in the market to expand.

With Plus Size Fashion consisting of a relatively small part of the market with a large amount of consumers, the availability of clothing is known to be absent in some areas. The total retail sale value within the UK women’s plus size market increased by 26.1% from 2003-2008 from £24 billion to £31 billion eventually exceeding its worth in 2012 to £38 billion.

However with 10.1 million women in the UK, which equates to nearly 40% of the female population wearing a size 16 or over, there is a growing demand for clothing that is more representative of the overall consumer base (Mintel, 2010). Market analysts Key Note forecast that the UK market for women’s plus-size fashion will increase by 15.4% between 2011 and 2015.

In 2015, the plus-size market for women is expected to rise £6.22bn, with strong growth expected between 2014 and 2015 (Key Note, 2011). The aim of this thesis is to identify opportunities within the Young Women’s Plus Size Fashion market that allow the sector to expand. Aim Objectives To explore and describe the importance of fashionable apparel for young plus size women in the UK. 1 To determine through Market size why retailers are not taking the risk in developing there fashion portfolios. 2 To identify specific apparel grading problems experienced by the Plus-Size Market in the UK at Specific Retailers. 3 To investigate the importance of publicity that is required to allow the plus size market to expand. 4 To investigate Health Issues and review how these affect the Plus-Size market. 5 To determine through primary research how retailers can develop ranges and give consumers the best clothing at reasonable prices. 6 To determine and compare the advantages and disadvantages of Plus-size high street and online stores and establish consumer opinions in relation to retailers and clothing grading. 7 Primary Research The use of primary research supported secondary research and proved that sizing is a problem, along with advertising and addressing obesity as a health issue.

A questionnaire was undertaken which related to consumers and their opinions with regards to Plus Size Retailers and there shopping experiences. Questionnaire The questionnaire gathered consumer opinions and informed data that Consumers are trend aware and require more variations of clothing rather than standard Plus Size Items. Interview Opportunities Aim & Objectives Yes From extensive primary and secondary research it was found that grading within retailers differed substantially.

Key Note (2011) discussed that with variety in sizing more choice should be offered to cater for the variety of shapes that are present within the Plus Size Market. Through literature, pamphlets and internet research via reports, it became apparent that sizing was a huge issue within the area of plus size fashion.

Issues with grading across retailers was known to be an issue with Plus Size Bloggers discussing the problem across various formats of social media including Facebook and Twitter. Bloggers The use of Bloggers within Plus Size Fashion allows the sector to expand further due to more consumers being able to use social media through a variety of devices.

The use of blogging also allows both online and high street platforms to be reviewed through consumer opinion all around the world. Primary Research Secondary Research Grading Standardization Advertisement & Publicity Addressing Issues with Obesity Lisa Masser Assisstant Buyer for So Fabulous Curve Range at Littlewoods What was asked? Plus Size Fashion Plus – Size Fashion is defined as clothing that is made for women who wear size 14+ in the UK (Cooklin, 2005). This marketed form of clothing has gradually increased since inception in the early 1900s.

Plus –Size is a term used generically to clothing that is proportioned specifically for overweight people (Zangrillo, 1998). The term is known as Outsize in the UK. What is Plus Size Fashion ? Reviewing opinions regarding Plus Size Fashion
enabled an insight to be gained regarding Sizing and whether retailers should stock larger clothing for consumers. Plus Size Retailers New Look Simply Be Yours Clothing ASOS Evans The use of both electronic and paper forms
of questionnaire enabled a variety of consumers to answer to gain an insight into there thoughts with regards to Plus Size Fashion on the High Street and Online. United Kingdom UK, USA & Europe Europe
Notable online sites include ASOS and there range named Curve.

Designer Anna Scholz has also been creating clothes for the high-end market since 1995.

Other Retailers and Plus Size ranges include Simply Be, Yours Clothing, Matalan with Rogers & Rogers and Tesco’s with True. USA The speciality plus-size market in the US includes:

Redcats USA is one of the leading online and catalogue brands in the USA, in comparison to the UK, they are like Simply Be and are geared toward the mature plus size market alike the UK and Evans.
A number of markets based in Europe are believed to follow similar trends that are seen in the UK, in regards to the plus-size fashion market.

Simply Be is available across both Europe and US. Castaluna is available in Spain and offers sizes 16-32,

Castaluna offer clothing similar to H&M’s B*B range which is simple and stylish. Compared to the UK and USA, Europe offer less availability of Plus-Sizes within their market and prices points are considerably higher than in the USA. One of the most well recognized fashion brands in the UK, with high spontaneous brand awareness

Over 14.5 million consumers shopping at their stores and now has over 1,100 stores worldwide.

The following three pillars uniquely define the New Look brand: Fashion excitement, Value and Newness (New Look, 2012).

New Looks Inspire consumer is aged 16 – 28 UKs leading Plus-size retailer along with Evans,

'Our clothes are designed to provide the best fit at the best value, and we are specialists in the area of larger size women’s-wear’.

Simply Be are diverse as a Plus-Size retailer as they originally sold clothing online before developing into bricks and mortar stores. Yours Clothing is one of the fastest growing plus size fashion retailers in the UK. They believe that ‘Fashion doesn't end at size 14’ (Yours, 2013).

Yours Clothing, in particular retail garments at cheaper rates compared to New Look’s Inspire Range and Simply Be.

Yours Clothing also offer Market Place ASOS.com is the UK's largest online-only fashion and beauty store.

It is primarily aimed at 18–34 year old men and women; ASOS sells both branded fashion goods and its own range of clothes (ASOS, 2013).

The ASOS Curve Range is specifically for there primarily aged 18-34 year old consumer yet the curvier and more fuller-figured young woman. Founded in 1971, Evans is a plus-size women's clothing retailer located in the United Kingdom and Ireland (Arcadia, 2012).

With over 300 stores around the UK selling plus-size clothing, lingerie, wide fitting shoes and accessories,

The target consumer at Evans is primarily aged between 38-55 with a medium-high accessible income. 89 Participants

24 participants were aged between 16- 20 years old
36 participants were aged between 21-25 years old
29 participants were aged between 26-30 years old

66 participants stated they do not buy clothing in the same size.

24 participants stated they do buy clothing in the same size. 30 Retailers 45 Ranges Lane Bryant Avenue (Redcats USA) Wal-Mart Buxom Torrid Fashion to Figure Fresh Ayer OneStopPlus.com Expansion Competition Catalogue vs. High Street Grading Consumer Awareness Conclusion Sizing Systems such as Grading Standardization can be initiated to allow consumers to have better fitting garments .

Issues with Sizing became apparent through primary as well as secondary research.

By implementing standardization, consumers would not be confused by sizing. An issue with tackling obesity through social media is the offence that can be caused towards the public, as it is important not to offend.

The use and implementation of the Change4Life app can be used solely as a health tool allowing the public to monitor and maintain there weight, The aim of this thesis was to draw opportunities for plus size fashion retailers in relation to development within a straight sized industry to give Young Women in the UK more variety as well as a better experience when shopping.

This included distinguishing opportunities, the importance of plus size fashion was derived through consumer and retailer opinions. Overall... From reviewing extensive secondary and primary data, opportunities have been construed allowing the plus size sector, to excel and develop further into fashion, inclusive of straight sizes.

With more than half of the population in the UK being classed as overweight and obese, Retailers have the chance to successfully establish themselves within a high earning market. Secondary Research showed:

Secondary Research initially proved that there is a valuable market for Plus Size Fashion however with the use of primary research it was established that margin within the area is relatively low.

It is understood that the new go to experts within the Plus Size Fashion Industry are bloggers. Primary Research showed:

Primary Research supported secondary research and proved theories allowing further information to be gathered to support the overall opportunities that have been sought for this thesis.

The use of primary research developed an additional understanding into consumer opinions relating to the plus size market amassing circumstanstial results to implement opportunities within the Plus Size Fashion Industry especially with regards to standardization of sizing. The following Opportunities were construed through the collection of primary and secondary research,
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