Overweight people have always been overlooked by fashion brands and retailers. Overweight people find a lot of difficulty in finding a right dress for them. Waistlines above 36 inches are considered part of plus-size dress. Till now, heavier customers resorted to neighbourhood tailors or stores abroad for their needs. But things have changed now. Oversize people can also get a ready made dress of their choice. Obesity rate in India is 5 per cent, plus size population in India has reached 150 million now, creating a huge demand for plus size dress and clothing.
With the increase in demand many stores have opened separate outlets for extra-large clothes, while others are adding more sizes to designs. Popular international brands specializing in this segment are Evans, Lane Bryant, Igigi and so on, while brands like Next, Marks and Spencer and JC Penney have a special line of plus size dress. Many Indian brands such as such as Revolution, Mustard and Royal Classic Polo have launched there plus size collections.
Currently, plus size ?dress has a share of 0.15 per cent of the total Indian apparel market. Earlier plus sizes were confined to the wears such as lingerie and maternal wear but with the exposure to the western culture and fashion industry boom in India have accelerated the demand for fashionable plus size apparel in India.
Indian fashion brands like mustard and biba has launched their fashion plus size collection. Biba’s section of pre-matched salwar-kameez sets already has 42, 44 and 46 inch sizes.
Bella Ragazza, a popular fashion store of Delhi caters only to plus-size customers and get orders from all over the India. Pluss a new brand of Shiva International Apparels launched by Mr. Sandeep Aggarwal (Director in Shiva International). Pluss is for people who don’t have that perfect figure, but still want to wear those funky, trendy clothes. Stores are located in Delhi and NCR region. Nuteez, another store that has plus size cloths located in Delhi and NCR, Mumbai, Bangalore, Jaipur and vizag. Damyantii plus size garment store located in the civil lines of Jaipur is first store in the city that exclusively has designers wears for plus size women. This sore has its own online shopping websites as well.
India’s larger retailer pantaloons, have launched its brand ‘aLL’ for its larger people. The retailer now operates 17 standalone ‘aLL’ stores.
May international celebrity have launched their own brands especially for the plus size people. One of them in the race is Jen wilder. Wilder launched Cult of California, an active wear line based in Los Angeles, in June 2012. After her standard-size line failed during the recession, Wilder realized there was more money to be made dressing curvy women than thin dames.
Similarly Lucky Brand just launched a line of roomy denim and tops. The Kardashian sisters have a new contemporary line called Kurves at Sears. Even Chanel and Dolce & Gabbana have offered plus-size pieces. H&M also launched plus size sections in stores.
May fashion brands have launched their own plus size collection and made them available on their website. Joe Browns plus size range is a brand new and exclusive collection just launched on the Simply Be website. New fashion brand, OneOneThree, is getting ready to burst onto the world’s online fashion scene with the launch of their website. Similarly fashion brands Nordstrom and Dillard have their own website and offering wide range of plus size collection.
A wide range of plus size dresses are available such as night dresses, denims, shirts, trousers, chinos, jackets etc. are available in the market. So fat people don’t have to compromise with their dressing.