Start Date
12-12-2018 12:10 PM
Description
The population of plus-size women in the United States has reached 67%, with their average clothing size being 16-18. Since most clothing brands do not make plus-size clothing, standardly a size 12 or higher, many plus-size women are frustrated over the lack of variety and representation, resulting in a high growth potential in this market. Another rising market has been in athleisure, athletic wear worn for both exercise and casual use, seeing that this segment has been the fastest growing in the fashion industry over the last few years. With more and more companies entering this market, a competitive advantage is necessary to survive, however, there is a significant lack of research on consumer behavior for athleisure wear. For this reason, I plan to conduct two surveys regarding the plus-size consumer behavior of athleisure wear specifically. These surveys will question their attitude and intentions regarding their actual consumption as well as their predicted consumption. The results will allow athleisure wear companies to effectively produce plus-size clothing to give them a competitive advantage while valuing the needs of a market that has been long neglected.
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Plus-Size in the Athleisure Wear Market
The population of plus-size women in the United States has reached 67%, with their average clothing size being 16-18. Since most clothing brands do not make plus-size clothing, standardly a size 12 or higher, many plus-size women are frustrated over the lack of variety and representation, resulting in a high growth potential in this market. Another rising market has been in athleisure, athletic wear worn for both exercise and casual use, seeing that this segment has been the fastest growing in the fashion industry over the last few years. With more and more companies entering this market, a competitive advantage is necessary to survive, however, there is a significant lack of research on consumer behavior for athleisure wear. For this reason, I plan to conduct two surveys regarding the plus-size consumer behavior of athleisure wear specifically. These surveys will question their attitude and intentions regarding their actual consumption as well as their predicted consumption. The results will allow athleisure wear companies to effectively produce plus-size clothing to give them a competitive advantage while valuing the needs of a market that has been long neglected.
