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Old 13th September 2007   #1
renata
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Join Date: July 2005
Posts: 175
Default Growing market: plus-size girls' clothing

Some news that I think is worth sharing:

http://www.reuters.com/article/dome...0070911?sp=true

Clothing lines for plus-size girls are becoming increasingly popular - and profitalbe:

Quote:
Little girls -- they've always been sugar and spice and everything nice. Now, more and more, they're plus-size, too.

As apparel makers heed the call of increasingly [plus-size] Americans, they're beginning to look to the youngest as well, launching clothing lines for larger girls. Retail experts say the trend is growing, and more stores are now showing an interest in catering to these harder-to-shop-for girls.

"It's just an untapped market," said Renee Forbes, a designer launching her new plus-sized girls' line...

"At Penney's, we stress that the girls plus customer wants to dress exactly like the girl in the desk next to her. It doesn't matter what size she is -- in her eyes, she still is a fashion-conscious customer," Batey said.

Having cute clothes can do SO much to boost the self-esteem of plus-size girls. I'm glad to hear of this trend.

But the most important thing is, I hope these companies will use plus-size girl models to show off the clothing. If full-figured girls see advertising that shows beautiful images of models their age, and their size, they will definitely feel better about themselves. It can build a level of confidence that will last them their whole lives, and help protect them from negative influences later in life.
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Old 13th October 2007   #2
HSG
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Default Re: Growing market: plus-size girls' clothing

Quote:
Originally Posted by renata
I hope these companies will use plus-size girl models to show off the clothing. If full-figured girls see advertising that shows beautiful images of models their age, and their size, they will definitely feel better about themselves. It can build a level of confidence that will last them their whole lives, and help protect them from negative influences later in life.

This is very true, but if junior plus-size advertising has been lamentably scarce in the fashion industry, then girls' plus-size advertising has been practically nonexistent.

A few generalist retailers carry plus-size girls' lines, such as J.C. Penney and Lands' End (whose landing-page advertisement appears below),

but the Lands' End girls' model is not visibly plus.

The German retailer Happy-Size.de has been more forward-thinking in marketing younger full-figure fashions. Its online catalogue has featured actual plus-size girl models, exemplified by the image below:

More examples can be found in the junior department of the Happy Size site.

But beyond that, to get an idea of the kind of wholesome yet size-positive imagery that would be effective at marketing plus-size girls' clothing, one must turn to stock photography. Here are two stock images that exemplify appropriate full-figure fashion advertising for the pre-teen market:

Note the inclusion of the cute puppy. This appears to be a staple of girl-oriented advertising, and for good reason. (It works.) The most important factor is that the model looks cheerful and delighted with herself--setting the right tone for marketing campaigns that could do wonders for the self-esteem of the target audience.

For the slightly older girl market--the early teen, junior-plus category--the following stock images offer possibilities. Here, a notable young model is shown indulging herself freely:

(It is never too early to liberate young women of any stigma that they might have developed about eating whatever they like.)

And here, she is seen lounging comfortably, possibly after school, or on the weekend:

It is encouraging to learn that the fashion industry finally intends to serve the girls' plus-size market, which has been neglected for far too long. But if the industry wishes to succeed, then it should focus on size-positive marketing strategies, by featuring images of junior plus-size models, in campaigns that would provide customers with images of girls their own age looking beautiful, happy, comfortably full-figured, and dressed in attractive fashions. This would help dispel any self-consciousness that the girls may have developed in our thin-supremacist society, and instil in them a new appreciation of their own beauty.
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