Plus size clothing sales represented around 17.5 per cent of all women’s clothing sales in the US in 2016. The US women’s plus size apparel market is expected to grow at an average of four per cent annually from 2015 to 2020. Over the past months the industry has witnessed a non-stop drip of retailers launching their own plus size labels or growing their large size fashion ranges. Nordstrom began selling plus sizes from 100 brands online and in 30 selected stores in May. J. Crew is adding a size inclusive collection.

Non-apparel centric retailers have also spotted the opportunity and started to invest in their inclusive-sizing. Amazon has included plus sizes in its new private fashion labels, while Walmart has introduced its Terra & Sky plus-size brand. 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 dollar opportunity.

E-commerce contributes to the growth of plus size fashion primarily because of ease of access, size availability and convenience that it provides. While one size does not fit all, and standard sizes for all is one of the major challenges to the segment, personalization is further leading to the success of many brands.