The growth of this size segment is prompting brands to think about size differently.
The demographic of midsize fashion shoppers is growing. Thirty-eight percent of global female True Fit users are midsize, including 39 percent of women in the U.S. and 42 percent in the U.K., according to the data-driven personalization platform for fashion retailers.
“Size inclusivity has long been an issue that fashion has struggled to shake, but the rise in midsize shoppers — a new cohort which is now blurring the lines between traditional standard and plus sizes — is paving the way for a more diverse ranging and greater accessibility to styles for all sizes,” said Sarah Curran-Usher MBE, MD EMEA at True Fit.
As the midsize demographic continues to grow, True Fit suggests it is prompting brands and retailers to start blurring the lines between standard and plus sizes. This means offering midsizing to cater to both and thinking about sizing in terms of a wide range continuum, instead of within rigid segments of the past.
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