The meaning of the term:
The phrase means clothing range that is designed and tailored specifically for consumers whose bodies are larger than the average person’s size. There is a big controversy surrounding the choice of words that are used in different markets around the world like our website https://chescadirect.co.uk/collections/gerry-weber-collection do.
It is a field where you will need to tread with caution:
A lot of consumers today get offended by the usage of certain terminology where they take it personally taking it as a form of body shaming. In Britain, the range of such clothing is termed as outsize. Obviously the word has come under a lot of heat for the derogatoriness that is associated with it.
The first plus sized clothing store:
Evans, a UK based plus size clothes retailer was the first ever to open shop way back in the year 1915. By 1920, it was doing brisk business catering to the most elite in the society as well. A majority of its collection was matronly wear but the styles were chic enough to be worn by people who were not into maternity yet.
Lane Bryant who was incidentally the founder of Evans started the shop with a tagline, “For the stouter woman”. Surprisingly, the store did very well for decades together. It was only in the early 1960’s that people started to take offence at its tagline which made it to change it to a more subtle line “the outsize shop”. Recently, this phrase is also under fire. And as a measure, the establishment has done away with any slogan.
Different countries have different size system:
Over the years, the word Evans itself has come to proprietarily mean clothes that are essentially plus sized. Every part of the world has its own measurement values for the clothing lines that is meant for its plus sized population. So, if you are shopping in a foreign place or placing an order on the internet with a fashion house that is essentially in a different country, make sure that you do not blindly mention the size that you wear. Rather you measure yourself and mention your size in centimeters or inches. This hack can save you precious time and money in retuning and also the large scale disappointment of having received the wrong sized garment when you have a social do coming up soon!
The revolution in America:
Between the years 1975 and 1998, an organization called the Fashion Group of NYC came out with a comprehensive study stating that there was a severe demand for plus sized clothes. They are also credited with the re invention of the idea that plus sized clothing was indeed economical to be produced and mass marketed without having to suffer heavy losses or having a big stock left back at warehouses. The design and the creativity that the group employed and also the distribution pattern that they followed was noteworthy and a lot of fashion houses like H&M a today take pride in following their business model.
The first agency to hire plus sized models:
Mary Duff, the New York Agency was one of the first revolutionary fashion agencies to open up to the idea of an all plus sized model team which it employed in campaigns by companies who specialized in such ranges.
During 1980s, a medium sized brand called the Marina Rinaldi suddenly shot to the limelight by exclusively dealing in higher end plus size clothing range. The start up by Max Mara saw immense success throughout the 90s decade and then started floundering because it could not re invent itself with the changing times.
The general grudges that plus sized shoppers have:
There is a general perception that plus sized clothing range is not been done enough justice and that it is always been given a step motherly treatment by big fashion houses who can indeed try and launch some designs that can be friendly to the wallet as well.
A lot of plus sized shoppers think that it is a herculean job to be able to find the right garment and if they come across one then the dilemma is that they have to spend their savings in toto to be able to acquire it. There is no middle path to it. Either the clothes are disastrous as far as fashion is concerned or they are extremely pricey. This is one thing that retailers need to look into to be able to give the shoppers a wider choice of garments and to keep a tab on the price.