Sizes there have always been. But they were not fashionable. To the despair of many women, find attractive clothing from size 40 or 42 it was rather impossible.
The options outlined to enter the section extra large from a department store or a specialized shop, where normal was to find a rather boring offer. But this starts to change. Perhaps because there are more people overweight or because the crisis has forced the manufacturing sector to find new business niches, the fact is that fashion curvy (for women with carvings above the 42 or 44), is one of the segments fastest growing in the industry according to Clothingexpress.
The movement began a few years in the United States where companies such as Ralph Lauren and Calvin Klein offered its lines plus-size. It is also there where sounding the bloggers of the XXL universe and held the most notorious parades, with models ‘curvy’ as Katya Zharkova, Candice Huffine or Tara Lynn. In Spain, between the major brands of fashion pioneer to join the trend was Adolfo Domínguez with your line AD +, a bet perhaps somewhat premature but bold. Quite later, El Corte Inglés just two years ago, launched its line of Couchel, who was born, they say, “within the division of large sizes as a commitment. for fashion The Group has always had sold sizes, in different sections, “but we decided to create a specific Department and gather there all brands, their own and others”. Those include Couchel, XXL synthesis and TallayModa. Among the external ones are AD +, Elena Miro, Marina Rinaldi, person, NYDJ or Lauren.
The latest added, last year, was handle with Violeta By Mango line, which some critics see as something cold it only goes in the size 40 to the 44. In any case, the balance of the experiment is still positive. “New line”, explains a spokesman for Mango, “has been well accepted by consumers.” We have 94 points of sale in 18 countries”. Anyway, the first of the first in Europe to offer fashion curvy was the Italian Elena Miro, present in 20 countries and 53 stores in Spain (49 corners in El Corte Inglés). “We opened the first shop in Spain in 1996,” said Marife Estrada, of the firm Via Emilia, representative of the Italian brand in Spain, “and three years later entered the English Court”. Via Emilia projected deployment in Spain of another string curvy, the also Italian Fiorella Rubino.
The idea is not only to sell large sizes but true fashion. Mango explains that “they embarked on this segment there was no offer fashion for the public to size curvy while market studies encouraged business”. In El Corte Inglés running “with Couchel they wanted to give the possibility to the women with carvings above the 46 or 48 to go dressed to taste”. Such is the interest of El Corte Inglés in this type of fashion that has sponsored the first parade of the segment, the Pasarella Curvi, last February, in which paraded brands group and also of AD + and Elena Miró. Mango also presented his collection violet by MANGO in the 080 Barcelona Fashion.
In addition, the Plus-size has in Spain signatures manufacturers of large sizes like 56 Victoria, SPG Jenuan, Drossanian, ghetto, or chain stores such as MS Mode, with some 31 points of sale own.This, in addition, chain of franchise as Kurokai, Kanak or Paca García. Some of these firms, which carried 10 or 20 years manufacturing for large brands or selling their collections, have lately had to redesign their strategies and offer more fashionable.
The Plus-Size is that it is a market that is growing very fast.According to the consulting firm NPD, the market curvy in the U.S. reached the 17,000 billion dollars in 2014 and grows at 5% annually on average. What is this? One of the explanations is the increase of overweight, even among young women. Then, that everyone is more and more interested in fashion. “Before, people with large sizes was satisfied with basic clothing, now not”, discussed in the English Court. The professional rise of women in the administration or enterprises also plays in favour. “He that has increasingly more women with an intense professional and social activity”, says Estrada, Elena Miró, “it forces you to dress well”. Finally, there is the crisis: “before the halt of sales”, says Jerónimo Pérez, SPG Jenuan, “the companies have had to find different niches, such as this, where there is less competition”.
Although the sector is dynamic, not all tempts them entering.Inditex, for example, has not taken steps in this regard. In fact, many flashy brands are still little willing to increase supply size, and even less to create tags in specific. And it is that the sector’s large sizes require special treatment and the creation of a specific division, i.e., more investment. Added to this, the Curvier are compulsive buyers. While in the U.S. the 37% of the market are women XXL, they account for only 15% of sales. On handle, however, ensures that “this is an emerging market and increasingly large, and in which we will see increasingly more designers opting to this”.