Size-inclusivity is more than just a buzzword in the fashion industry. It is a movement that aims to challenge the unrealistic and discriminatory standards of beauty that exclude and marginalize people who do not fit into the narrow range of sizes and shapes that are deemed acceptable by society. According to a report by Coresight Research, the global plus-size market was valued at $178 billion in 2020 and is expected to grow at a compound annual growth rate of 4.7% from 2021 to 2026. This means that there is a huge opportunity for businesses to tap into this underserved and loyal customer base by offering products and services that cater to their needs and preferences.
However, being size-inclusive is not as simple as adding a few larger sizes to your existing inventory. It requires a holistic and strategic approach that involves every aspect of your business, from design and production to marketing and customer service. Here are nine ways you can make your business more size-inclusive and reap the benefits of this growing market segment.
1. Conduct market research
The first step to becoming more size-inclusive is to understand your target audience and their pain points. You can conduct market research by surveying your existing and potential customers, analyzing data from your website and social media platforms, and reviewing feedback from online reviews and forums. You can also look at what your competitors are doing and identify the gaps and opportunities in the market. Some of the questions you can ask are:
- What are the most common challenges that plus-size customers face when shopping for products or services in your industry?
- What are the features and benefits that they look for in a product or service?
- What are the sources of information and inspiration that they trust and follow?
- How do they feel about your brand and how can you improve their perception and loyalty?
2. Design with diversity in mind
One of the biggest mistakes that businesses make when trying to be more size-inclusive is to simply scale up their existing designs without considering how they fit and flatter different body types. This can result in poor quality, uncomfortable, and unattractive products that do not meet the expectations and needs of plus-size customers. To avoid this, you need to design with diversity in mind and use models, mannequins, and fit testers that represent a range of sizes and shapes. You also need to pay attention to the details, such as fabric, color, pattern, cut, style, and functionality, that can enhance or detract from the appearance and performance of your products.
3. Offer a wide range of sizes
Another way to be more size-inclusive is to offer a wide range of sizes that cover the spectrum of body shapes and measurements. According to a study by Plunkett Research, the average American woman wears a size 16 or 18, while the average American man wears a size 44. However, many businesses still limit their size offerings to small, medium, and large, or up to size 12 for women and size 40 for men. This excludes a large portion of the population who struggle to find products that fit them properly and comfortably. To be more inclusive, you should expand your size range as much as possible and use consistent and accurate sizing charts that help customers find their best fit.
4. Use inclusive language
Language is a powerful tool that can influence how people perceive themselves and others. Therefore, you should be mindful of the words and phrases you use in your communication with your customers, whether it is on your website, social media, product descriptions, or marketing materials. You should avoid using terms that imply judgment, shame, or stigma, such as “plus-size”, “flattering”, “slimming”, or “problem areas”. Instead, you should use terms that celebrate diversity, empowerment, and positivity, such as “extended sizes”, “curvy”, “bold”, or “confident”. You should also avoid making assumptions or generalizations about your customers based on their size, such as their lifestyle, preferences, or goals.
5. Showcase diverse representation
One of the most effective ways to be more size-inclusive is to showcase diverse representation in your visual content. This means featuring models, influencers, ambassadors, and customers who reflect the variety of sizes, shapes, ethnicities, genders, ages, abilities, and identities that exist in society. By doing so, you can demonstrate your commitment to inclusivity and create a sense of belonging and trust among your customers. You can also inspire them to see themselves in your brand and products and encourage them to express their individuality and style.
6. Provide inclusive customer service
Customer service is another key area where you can make your business more size-inclusive. You should train your staff to be respectful, empathetic, and helpful towards all customers regardless of their size. You should also provide them with the tools and resources they need to assist customers with their queries, requests, and feedback. For example, you can equip them with size charts, measuring tapes, product samples, and testimonials that can help customers find the right products for them. You can also create a welcoming and comfortable environment in your physical or online store, such as spacious fitting rooms, easy navigation, and clear signage.
7. Collaborate with inclusive partners
Another way to be more size-inclusive is to collaborate with partners who share your values and vision. You can work with suppliers, manufacturers, distributors, and retailers who are committed to producing and delivering high-quality and affordable products that cater to a diverse range of customers. You can also partner with influencers, media outlets, organizations, and communities who are advocates for size-inclusivity and can help you reach and engage with your target audience. By collaborating with inclusive partners, you can leverage their expertise, resources, and networks to enhance your brand reputation and credibility.
8. Seek feedback and improvement
Being size-inclusive is not a one-time effort, but a continuous process that requires constant feedback and improvement. You should regularly seek feedback from your customers, employees, partners, and industry experts on how you can improve your products, services, and practices to be more inclusive. You can also monitor your performance metrics, such as sales, retention, satisfaction, and loyalty, to measure the impact of your inclusivity efforts. You should be open to criticism and suggestions and be willing to make changes and adjustments as needed.
9. Celebrate inclusivity
Finally, you should celebrate inclusivity and recognize the achievements and contributions of your customers, employees, partners, and industry peers who are making a difference in promoting size-diversity and acceptance. You can share their stories, testimonials, reviews, and feedback on your website, social media, newsletters, and other channels. You can also reward them with discounts, coupons, freebies, or other incentives that show your appreciation and gratitude. By celebrating inclusivity, you can foster a positive and supportive culture that inspires others to join your movement.
