High Demand for Plus-Size: Plus-size clothing has been regarded as a lucrative segment worldwide including Australia, but offerings in this segment were still lagging behind. Assortments carried out were not aggressively stocked and made available as much as the regular-line, which showed at least 6x smaller on average than the regular-line. Newness were also low as depicted by brands like Advocado Plus, Lost Ink Plus and Calli Curve yet items were highly discounted at an average of 74%.
However, the plus-size range evidently had a strong demand – with overall high sell-outs achieved by the brands carried by the biggest marketplace in the country. This indicates that there is a missed opportunity that has yet to be potentialised from both brands and retailer.
Trendy Offerings: The success seen on some brands such as DP Curve and Atmos&Here Curvy was largely attributed to their trendy offerings that were similar to the regular-line. Animal prints, which has been trending, dominated the plus-size range, further indicating that this demographic also demands similar trending styles as seen on the runway.
However, colours and silhouettes play an important role too in delivering the right assortment for plus-size range. Darker colours and flattering silhouette such as cinched waist, for instance, take precedence and are of higher demand across seasonality.
Next Steps for Brands
Evaluate Pricing: Getting the price right matters, as it captures the right audience and ultimately drives sales. Based on the data presented, besides investing more on must-have subcategories such as Wrap Dresses, brands should also monitor their pricing strategy to help them spot opportunities.
From Chart 6, AUD 50-60 was the sweet pricing spot for dresses but the offerings were still lacking. To avoid having to exercise deeper discounts to push sell-outs, brands could introduce more dresses in the lower tier of ‘better’ price range to fully take advantage of the potential sales.
Pay Attention to Data: With high demand from the plus-size market, investing in the right assortment would prove to be a massive success for brands.
Brands that have already invested in or about to launch the plus-size range would have the advantage, should they rely on real-time data analytics. Understanding the core subcategories or style, popular sizes, colours and the willingness to pay for consumers in this segment would further help brands in building the right assortment for this line.