Plus-Size Modeling: The Industry, the Market, and Reflections as a Professional in the Image Industry

Ralph Lauren Hires First Plus-Size Model Robyn Lawley

Xindi Ouyang

It seems like just yesterday that Ralph Lauren was blasted for Photoshopping a model to appear emaciated, allegedly firing her for being too fat, and then apologizing for the gaffe. 

But now, the brand has taken a step in the other direction: it has hired its first plus-size model, Robyn Lawley. She’s a stunning 23-year-old brunette who has been called a groundbreaker for appearing on the covers of French Elle and VogueItalia. She stands at 6'2" and wears a size 12, and was hired by Ralph Lauren in April. 

Why Plus-Size market important?

Estimates state that approximately 40 to 60 percent of all U.S. women are petite, specifically 5'4'' and shorter. In addition, 60 percent of U.S. women wear a size 12 or larger, and 31 percent of U.S. women wear size 16 or larger. Erring on the conservative side, approximately 45 to 60 million U.S. women are represented in this special size market.

The women's apparel industry has been experiencing lackluster sales for the past several years. Retailers finally realized that opportunities for growth and increased sales were available in the plus-size market. 

"The reason there is so much growth in his part of the industry is simple: there os a lot of money to be made.""When looking at a firm's profit margin, there is no difference between skinny and fat dollars."

HUGE MARKET

 

In reality, not all women have 00-size like runaway models. Almost half the women in this country are size 12 or larger. In 1980s, percentage of women that is overweight is 16.8. It increases in 1990s to 24.5. In 1985, the average American woman wore a size 8. Today, they wear a size 14. Approximately 45 to 60 million U.S women are represented in this full figured shape. Thus, it is a huge market.

The fashion industry began to take notice for plus-sized market after having under-serviced this piece of the population for years. Women were increasingly demanding for better fashion and wanted to see models that more accurately reflected their own image. Lane Bryant, Donna Karan, Tommy Hilfiger, Anne Klein, Forever 21, and many more are joining the market.

-E.I.J-


Plus Size Market
Plus market has been around for years due to the womens clothing line Lane Bryant. That retailer target market was the plus size woman. 60 percent of women in the U.S. wear a size 12 or larger, 31 percent wear a size 16 and up. Retailers found the niche and growth opportunities in the plus size market.Firms noticed that there were overweight women under the age of 30, so they made more contemporary styles for better prices.

Austin Criss

A New Market for a new Woman
After reading the article, I was inspired and enlightened by the material that I read. The author was a model right out of college and she was lucky, she said. After reading her whole story, it dawned on me that she was indeed lucky because when she started modeling, the target market of plus size, petite women had been established.
I looked into who these women are and how big the proportion of society it contains according to the reading.
40-60 percent of women are 5'4" or shorter
60 percent of women wear a size 12 or larger
31 percent wear a size 16 or larger

also, from 1976 to 1980 the highest percentage of oversized women/men was 38.4. From 1988-1991, the highest percentage was 48. 7

Overall, these statistics are eye opening because our society believes that we need to be a size 2 in order to be a model and 5'10" or taller. This is quite refreshing to know that those that are those small sizes are actually out of the norm for our society and I believe this trend will continue for many many years to come.

Jovanna Reyes