Making plus size clothing is more complicated than extending sizes. More than 60 per cent women in the United States are a size 14 and up, but they continue to be underserved. Women are having a hard time identifying their own body shape, which informs how they shop. Women often misidentify their body shape. They may consider themselves to be hourglass-shaped when they are not and are actually pear-shaped. This discrepancy happens because of the way brands market and sell their clothing.

For many retailers, extended sizing means simply making straight-sized garments in larger sizes, a process that neglects the fact that women have different sizes and shapes. Of the 62,000 specialty stores in the US, only 2,000 of them focus on plus size women.

Plus size clothing sales represent around 17.5 per cent of all women’s clothing sales in the US. Plus size fashion is here to stay and has already conquered the hearts and budgets of many in the apparel industry. Spending on this niche is on the rise and so are the opportunities for retailers wanting to tap into the $46 billion opportunity. E-commerce contributes to the growth of plus size fashion primarily because of ease of access, size availability and convenience that it provides.