The plus size apparel industry has always been a lucrative market. A quite market but lucrative. It’s the industry equivalent of your quiet second cousin who got solid marks at school, married the girl next door and is now working for the state government. There aren’t many of them around and the ones that are around hardly gets any attention from anyone. But this doesn’t mean they don’t live the good life. Clear career direction, excellent compensation and probably can never get fired unless they try to blow something up.. three times. Also, they’re needed! Like public servants, the plus size industry caters to half of the population (three-quarters in some countries, namely one that starts with United and ends with States). Everybody knows they’re the silent money maker but what they don’t know is that it’s not just about Hawaiian tshirts and leggings. Hosiery and lingerie are even more profitable.
Ambra is the latest brand who has extended its hosiery range for the curvy crowd with the introduction of “Curvesque”. Ambra brand manager Linda Dall Est said the range is aimed at providing fashion-forward options for the younger demographic and that “Ambra understands the needs of fuller figure options for a younger market and has developed a range of modern colours and youthful styling in Curvesque pantyhose.”
Bendon has already got a range out celebrating real women who eats. The campaign “Feel Flirty D to G” is their new spring/summer range that has got the hearts racing.
Thinking of getting into the industry? Skinny models making your day unnecessarily gloomy? Contact Niche and see what we can do for you. www.fashionsoftware.com.au