According to Lydia DePillis from the Washington Post, it seems that many large retailers find stocking large size of clothes inconvenient for their stores and unprofitable. Even the CEO of LuLulemon went on the say that “some women’s bodies just don’t work for [our pants],” and according to the NDP group, as stated by DePillis, sales of sizes over 14 only account for 10% of total sales.
However, it should be taken into the account of the growing waist size of the consumers as they age and as new generations are being introduced to these clothing brands. When consumers age, they will grow out of their once “slim” size and for companies that only cater to smaller sizes, they will suffer the loss of aging customers as they try to acquire new, younger ones. Abercrombie has taken this into account and has announced that they will be introducing a plus size line within the coming months. This change has contradicted their previous accounts that their clothing are made for the attractive “cool kids.”
It seems that as the consumers change, companies that notice and adapt to the change are often the ones that will continue to grow and sustain their business.
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