Archive for April, 2015

Catering for All Sizes in the Fashion Market

I watched the telly the other day and got engrossed in a programme about the fuller figure. The programme wasn’t only about size 16 and size 18 but actually built itself on size 22 and larger and it revealed quite a lot about having ‘followers’. Now this information was quite new to me but I could get the general gist of what having blog sites and taking part in social media does for the population at large.

Yes, there are lot of large ladies and gentlemen out there and, yes, just like the more average sized population, they want to buy clothes which make them feel good. Okay, in the UK, Evans has been around for the size 16 + for many years but the programme spoke of Yours and of Milk, two companies who are now also seeing the profits to be found in catering for the much fuller figure.

What interested me was that, while these companies were trying to find suitable ‘large’ models to display their wears, they were also interested in what following these ladies had through their online presence. The companies wanted to tap into the prospective model’s world audience as, having such a following, they could only benefit through such advertising.

But the programme also addressed whether using such models would have a negative effect on healthy eating, whether being grossly overweight would no longer be seen as a problem and whether courting such fashion was sending a bad image to the world.

It’s arguable, isn’t it? But business is business and, if a target audience’s needs are to be met, surely that is simply business. And, underweight, within ‘acceptable’ limits, or overweight, we are all in search of looking and feeling good, aren’t we?