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Plus-size clothing, a category long overlooked by many brands and
retailers, is getting attention from retailers such as Pantaloons, Biba,
and Mustard. Many stores have opened separate outlets for extra-large
clothes, while others are adding more sizes to designs.
Retailers say almost 30 per cent of customers look for plus-size clothing, a segment driven by economic growth. “This phenomenon is picking up in the metros, and can very soon be seen in smaller cities as well,” said Saurabh Gupta, retail head of Bangalore-based Mustard, a chain with nine stores in six cities, that offers up to nine sizes for a design. “Obesity is directly proportional to the prosperity of the demographics. As the disposable incomes of people increase, demand for such customised clothing will always be on higher side.”
Waistlines above 36 inches are considered part of plus-size clothing. Up till now, heavier customers resorted to neighbourhood tailors or stores abroad for their needs. But things are changing.
“Earlier, I had to go to US for buying plus-size clothes, but I am so happy that I can now find good designs in India, too,” said Arti Madaan, a home maker who spends anywhere between Rs 8,000 to Rs 25,000 on her once-in-a fortnight visit to a store. “The best thing is that these clothes are customised according to my body.”
Looking good, too
With more retailers catering to this demographic, the challenge is to make designs in large clothes which make customers look and feel good.
“Getting the right design and making the same product look good in large sizes is a challenge. This category contributes about 10 per cent to our total revenue, which is quite significant”, said Siddhartha Bindra, managing director of Delhi-based Biba, which retails the salwar-kameez in 80 stores across the country.
Source: http://www.business-standard.com/india/news/stores-find-pluses-in-plus-size-clothes-brands-realise-potential/461921/
Retailers say almost 30 per cent of customers look for plus-size clothing, a segment driven by economic growth. “This phenomenon is picking up in the metros, and can very soon be seen in smaller cities as well,” said Saurabh Gupta, retail head of Bangalore-based Mustard, a chain with nine stores in six cities, that offers up to nine sizes for a design. “Obesity is directly proportional to the prosperity of the demographics. As the disposable incomes of people increase, demand for such customised clothing will always be on higher side.”
Waistlines above 36 inches are considered part of plus-size clothing. Up till now, heavier customers resorted to neighbourhood tailors or stores abroad for their needs. But things are changing.
“Earlier, I had to go to US for buying plus-size clothes, but I am so happy that I can now find good designs in India, too,” said Arti Madaan, a home maker who spends anywhere between Rs 8,000 to Rs 25,000 on her once-in-a fortnight visit to a store. “The best thing is that these clothes are customised according to my body.”
Looking good, too
With more retailers catering to this demographic, the challenge is to make designs in large clothes which make customers look and feel good.
“Getting the right design and making the same product look good in large sizes is a challenge. This category contributes about 10 per cent to our total revenue, which is quite significant”, said Siddhartha Bindra, managing director of Delhi-based Biba, which retails the salwar-kameez in 80 stores across the country.
Source: http://www.business-standard.com/india/news/stores-find-pluses-in-plus-size-clothes-brands-realise-potential/461921/