Why isn’t there a bigger market for plus-size workout clothes?

The demand for plus-size workout clothes is rising as fitness becomes more inclusive. Yet, many brands fail to provide options, leaving a significant portion of the population underserved. What’s holding back the market from meeting this growing need?

The limited market for plus-size workout clothes¹ stems from design challenges, outdated stigmas, and insufficient brand investment. These factors hinder growth despite increasing demand for inclusive activewear.

Let’s delve into the challenges and opportunities in the plus-size activewear market and why this sector deserves more attention.

Why are stores getting rid of plus-size clothing?

Some retailers are reducing or removing plus-size sections altogether. What’s behind this trend?

Stores are scaling back on plus-size clothing due to perceived lower profitability, logistical challenges, and a lack of commitment to inclusivity in their product lines.

Inclusive Fashion Showcase

Factors Influencing Decisions

1. Profitability Concerns: Some brands claim higher production costs for plus-size items reduce margins.
2. Inventory Management: Retailers struggle with stock turnover and balancing demand for a wide size range.
3. Marketing Shortfalls: Insufficient promotion leads to poor sales performance in plus-size sections.

Impact on Shoppers

This trend alienates a significant portion of customers, reinforcing stereotypes and limiting access to stylish, functional clothing.

What is the problem with plus-size fashion?

The plus-size fashion industry is often criticized for failing to meet consumer needs. What are the key issues?

The main problems with plus-size fashion include limited options, poor fit, lack of style diversity, and stigmatization in marketing and retail spaces.

Challenges in Design and Production

• Fit Issues: Many plus-size clothes are scaled up from smaller patterns, leading to improper proportions.
• Material Choices: Brands often use less durable fabrics, compromising quality.
• Style Limitations: Plus-size sections are frequently underwhelming compared to standard-size collections.

Stigmatization and Representation

The industry perpetuates stereotypes by isolating plus-size clothing in separate sections or avoiding marketing these items altogether. The body positivity movement² pushes back against these norms and advocates for inclusive branding.

Is Madewell phasing out plus-size?

Brands like Madewell have been popular for their inclusivity, but recent trends raise questions about their commitment to plus-size fashion.

There is speculation that Madewell may be reducing its plus-size offerings, as fewer styles and sizes are available online and in stores, though no official statement confirms a phase-out.

Indicators of Reduced Offerings

• Decreased availability of extended sizes in new collections.
• Limited marketing for plus-size ranges compared to standard sizes.
• Consumer complaints about the lack of representation.

Why This Matters

A shift away from size diversity guidelines³ could alienate loyal customers and damage brand reputation, especially as demand for more inclusive size ranges continues to grow.

What is the plus-size clothing market research?

The plus-size market is evolving, with more data shedding light on consumer preferences and industry trends. What does the research say?

Market research shows that the plus-size clothing industry is valued at over $24 billion in the U.S. alone, with activewear and fashion-forward styles driving growth. However, brands still struggle to meet demand effectively.

Key Insights

• Growing Demand: The average U.S. woman wears a size 16–18, yet many brands fail to cater to this majority demographic.
• Activewear Boom: Plus-size activewear is one of the fastest-growing segments, fueled by the body positivity movement² and fitness inclusivity.
• Challenges for Brands: High production costs and outdated perceptions about plus-size consumers hinder market expansion.

Opportunities for Growth

Brands that prioritize extended sizes, invest in consumer preferences in plus-size⁴, and focus on design innovation can tap into this underserved market and build long-term loyalty.

Conclusion

The limited market for plus-size workout clothes stems from systemic challenges, including design issues and outdated industry attitudes. However, with growing consumer demand and a shifting cultural narrative, the plus-size fashion market offers significant opportunities for plus-size brand expansions⁵ and inclusive innovation.