Anyone above a size 6 who’s tried to wriggle their way into a pair of Forever 21 shorts--and failed--can breathe a sigh of relief. Finally, this fast fashion chain will provide plus-sized merchandise starting May 1st.
Faith 21, the generously cut line, will be similar to Forever 21’s uber-trendy style.
The store has become famous for producing designer-inspired clothes for dirt cheap prices. Not until this spring, however, will the brand’s “high style for the masses” motif really become true. Like many other mall stores, Forever 21 is tapping into the plus size market--a trend that many retailers are now realizing is a must, considering the increasing size of the average American woman.
No longer are plus size fashionistas limited to plain-Jane styles: Thanks to Faith 21 and other extended size lines, everyone can look their best.
What's Driving This Trend
- Expanding Plus Size Lines
- Fast fashion retailers are expanding to offer plus-size lines in response to changes in sociocultural norms, providing opportunities for designers and marketers to target this growing market
- Affordable Designer-inspired Clothing
- Offering designer-inspired clothes at affordable prices opens up opportunities for fast fashion retailers to dominate the market and appeal to a broader range of consumers
- Inclusivity and Diversity in Fashion
- Increased representation of plus-sized models and greater inclusivity and diversity in fashion contributes to the body positivity movement, providing opportunities for brands to tap into this trend and address consumers' changing values
Who This Affects Most
- Fast Fashion
- Fast fashion retailers are leading the way in offering plus-size lines, resulting in fierce competition and greater innovation in this industry
- Fashion Retail
- The fashion retail industry can benefit from offering more diversity and inclusivity in their products, creating new markets and increasing brand loyalty
- Marketing and Design
- There are opportunities for marketers and designers to develop innovative strategies in promoting and designing plus-size lines, catering to an underserved market
