Big Yards Garment Industry Welcomes Spring, Unlimited Potential In The Future

Before major businesses attach importance to big code costumes, big size clothing has always been an undeveloped blue ocean, and it is worth digging.

It is reported that in the United States alone, the gross garment industry has a value of $17 billion 500 million a year.

In recent years, there are more and more artists, websites and magazines that emphasize the big code fashion. Slink is a fashion magazine that uses a fat model and pays attention to big women. Citing the magazine's editor Rivkie Baum, it says that "beauty and style do not stop at 8 yards".

Beth Ditto has never concealed her figure. Her openness has made her many friends in the fashion circle. In the spring and summer fashion week in 2011, Jean Paul Gaultier made 20 yards of costumes for her, and specially made wedding gauze for her wedding. This is not the treatment of all stars.

In 1985, the average number of British women's clothing was 8 yards, and now the figure has increased to 14. 14 has also been defined as the dividing line between "ordinary clothes" and "big size clothes".

Many years ago, retailers regarded big size costumes as a category they deliberately avoided.

However, in recent years, driven by market segments and interests, the fashion industry in Europe and the United States is rising to the acceptance of big women. Large size clothing has become a hot field.

The American version of Vogue once advocated that "underwear with various shapes is a good underwear". In order to finish this female topic, they found a series of black and white images with large size models.

The photographed women showed a very confident look.

In 2012, Vogue promised to use only over 16 years old models with healthy weight.

At that time, the model circle.

There is a tendency for them to become thin and thin. It is time to make some changes.

Reporters also reported the US big code.

Lane Bryant launched a marketing plan called "I m No Angel". In their underwear advertisements, they are all big models.

Businessmen want to redefine sex through a series of positioning and publicity.

House of Fraser, supermarket clothing brand George at Asda, online retail business Boohoo and high street brand Mango have opened up the big code product line.

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The target group of the big costume series is a young woman of 40-52 yards. MANGO has set up an exclusive development team to work together with more than 40 experts from various fields.

Since its establishment in 2013, Taking Shape, the big clothing brand in Australia, has rapidly expanded 18 stores in the UK.

However, large retailers such as Topshop and Zara have not yet set foot in this market.

Because big product lines may obscure their brand positioning and alienate their existing customers.

Age and weight are directly related. Taking the UK as an example, 1/4 of women over the age of 55 have to wear 14 yards or more of clothing. This is also a reason why some retailers are not involved in the big yards.

In the field of fashion business, Navabi and Eloquii are newly rising fashion dealers specializing in big size clothes.

Eloquii, once a part of the The Limited group of the United States, was founded in 2011 and is a subsidiary line of the group.

But because The Limited focused on its core business, Eloquii was cut off in the summer of 2013.

In February 2014, the brand was reborn, focusing on the field of big size clothing.

After the return, their profits grew at a rate of 100% per quarter. In December last year, the A round financing of Greycroft Partners was completed.

In marketing strategy, Navabi and Eloquii are very similar: follow the trend and go up regularly.

Eloquii comes up every two weeks, while Navabi keeps going up every 2 days.

Navabi will launch the corresponding electronic magazine before the new weekly. In its commodity retrieval column, besides routine clothing category classification, users can also search according to their physical characteristics (such as flat chest, wide hips, flat buttocks, etc.) and body type such as type A, X and V.