Zara: Growing into the Plus-Size Market

With a large population of plus-size Americans, I find it ridiculous how many fashion brands have decided to completely ignore this growing and booming sector. Some fashion brands, have even decided to negatively comment and flat out say that their clothing is too good for plus-size consumers.

According to studies, “roughly 67% of women in the U.S. wear sizes 14 to 34.” In 2014 alone, the plus size market grew to $17.5 billion in sales and is expected to continue growing. So why have brands blatantly not taken the initiative to move into this fast-growing fashion market?

Zara, a premium trendy fashion brand, does not carry plus-size clothing. In all of their store locations, their clothing stop at the size of 12.

Three recommendations based on Prestige Branding that I would advise for Zara on plus size is:

1. Go Bold: In the textbook, it says to provoke and polarize with a singular attitude. I think that Zara should do exactly that. Although, in today’s society it is uncommon for trendy fast-fashion to explore the plus-size market, I believe that Zara should become one of the pioneers. Zara should make a stance to introduce a plus size line and ignore other fashion brands stigmas against larger sizes. By doing so, it will not only differentiate Zara, but also bring revenue and publicity.

2. Don’t skimp: Plus size clothing has a lot of (unwarranted) stigma attached to them. It is for this very reason, if Zara should implement a plus size line that they should make every executional detail count. I would recommend to make sure that the plus-size line is just as trendy and fashionable as the smaller sizes, and to make sure that they are flattering. Clothing is a representation of the brand and their image, so this is extremely important.

3.Do more than you talk: Zara is notoriously known for not producing any advertisements, and should keep it as such. If they were to introduce the new plus size line, they should remain true to their fashion marketing and let their consumers do the talking. By remaining true to their strategy, it will promote that the addition of plus-size is not something out of the ordinary, in fact, it is normal and should be treated as such.

I hope that Zara, along with other fashion brands begin to open their horizons to the plus-size market and treat the plus size market as the valuable customers that they are. No, the plus size section should not be towards the back; it should be embraced and effortlessly displayed.

https://www.youtube.com/watch?v=OZSDjhucDwE

http://abcnews.go.com/Health/fat-shaming-middle-america-americans-big-zara-clothes/story?id=17725146

http://www.mamamia.com.au/zara-and-plus-size-clothes/