Two decades ago, or even just fifteen years, the landscape of plus size fashion was starkly different, lacking in representation and variety. Finding stylish, quality plus size clothing in sizes beyond 14 was a daunting task, and the presence of diverse plus size models in significant marketing campaigns was almost nonexistent. Fast forward to 2025, and we find ourselves in an industry valued at $579.8 billion in 2023, with projections soaring to $964.9 billion by 2033 (according to Allied Market Research). This remarkable growth highlights that size-inclusive fashion is not merely a trend but a formidable force in the fashion market.

Despite these advancements, substantial gaps remain. While numerous plus size brands and retailers are broadening their size ranges, featuring diverse plus size models, and moving beyond the perception that consumers desire only bodycon dresses, there is still a call for further inclusivity. Serving the plus size shopping community means catering to every individual, not just a select few. The demand for true representation and variety continues to grow.

So, how can plus size brands and retailers truly excel in this evolving market? Let’s delve into actionable strategies.

Strategies for Plus Size Brands & Retailers to Achieve Outstanding Success

1. Embrace True Size & Shape Diversity Beyond Hourglass Figures

While we appreciate a confident and stylish plus size model, it’s essential to acknowledge that many brands still default to showcasing the same hourglass silhouette when representing plus size fashion. Where are the models with apple shapes, pear shapes, rectangles, and inverted triangles? We deserve to see size-inclusive fashion represented by a spectrum of body types, not just one standard. Brands like Universal Standard, Kiyonna, and Girlfriend Collective are leading the way by featuring a diverse array of plus size body types, but this should become the norm in the plus size fashion industry. Additionally, retailers should not merely add straight sizes while ignoring the need for extended sizes. A commitment to providing sizes up to 4X/5X and beyond should be standard practice, catering to the needs of all plus size shoppers. After all, don’t brands want a piece of that $579.8 billion market?

2. Boldly Innovate with Trend-Forward Designs Instead of Playing It Safe

While timeless staples are important, the continuous appearance of basic bodycon dresses, cold-shoulder tops, and tunics can become tiresome. Many plus size brands often shy away from taking creative risks, opting for safer, watered-down versions of trending styles instead of fully embracing them. In addition to offering a range of options, we crave aspirational styling! Providing lookbooks can help us grasp your unique style perspective and inspire our outfits.

Moreover, we need structured and stylish plus size fashion that genuinely celebrates plus size bodies. Brands like Premme (which we still miss), Wray NYC, and Loud Bodies have courageously pushed the boundaries of fashion-forward plus size clothing. Plus size women desire sophisticated blazers, bold cutouts, mixed prints, and tailored pieces that not only fit but also flatter and excite.

3. Collaborate with Plus Size Media, Influencers & Experts for Authentic Engagement

Attention mainstream PR teams: there exists a vibrant ecosystem of plus size media, influencers, stylists, and photographers who have tirelessly championed this industry long before mainstream brands acknowledged them. Yet, when major fashion houses eventually “discover” plus size fashion, they frequently overlook the experts who have shaped the landscape.

If you want to resonate authentically, collaborate with the plus size media experts who truly understand the plus size shopping audience. Platforms like The Curvy Fashionista, Plus Model Magazine (now PMMToday), and Stylish Curves have built genuine connections with plus size consumers. It’s crucial to support plus size influencers who engage with the community daily. Instead of merely sending a PR package, invest in meaningful partnerships and long-term collaborations that foster trust and engagement.

4. Actively Support the Plus Size Community Both Online and Offline

It’s not sufficient to only sell to the plus size community—brands must actively show up for it. Numerous brands proclaim to be size-inclusive or plus size but falter in their participation in relevant events, influencer gatherings, and community initiatives.

Establish your presence by sponsoring plus size fashion shows, collaborating with local boutiques, and engaging in national events such as TCF Events, the Crusade of Curves, or FWCurve in Columbus. Your audience desires to see you actively supporting the plus size industry beyond just social media promotions.

5. Maintain Authenticity—We Can See Through Gimmicks

The plus size shopper is both savvy and exhausted by empty promises. Some brands attach the label “size inclusive” to their campaigns, only to limit offerings to a 2X or an 18, or exclude extended sizes from physical stores. Others may feature a single plus size influencer for a fleeting campaign, falsely claiming it as true representation.

We are aware of these tactics, and we are calling it out.

True plus size inclusivity involves hiring plus size individuals in leadership roles, designing with the diverse plus size community in mind from the beginning, and ensuring that extended sizes are as accessible as straight sizes. Brands like Christian Siriano, Henning (now part of Universal Standard), and Good American have successfully demonstrated that intentional inclusion in plus size fashion is achievable—so why aren’t more brands following their lead?

6. Prioritize Investment in Plus Size Marketing—Visibility is Key

Launching a plus size clothing line is just the first step; expecting it to thrive without a robust marketing strategy is unrealistic. The notion of “If you build it, they will come” is outdated. The plus size fashion market is fiercely competitive, and if you don’t actively engage with this demographic, we will redirect our spending to brands that do.

Take note of how Eloquii’s #MODELTHAT campaign generated significant buzz. Fashion Nova Curve employs relentless marketing tactics, and even Shein, despite its controversies, understands the vital role of plus size fashion advertising. To remain competitive, plus size brands and retailers must allocate equivalent budgets and strategic efforts to plus size marketing as they do for straight sizes, utilizing social media, influencer partnerships, traditional advertising, and engaging in-store promotions.

The Key Takeaway: Plus Size Consumers Demand More!

While we’ve made significant strides, plus size shoppers are still advocating for improved offerings. They deserve greater access to fashion-forward plus size clothing, genuine plus size representation, and the respect that reflects their needs. The plus size fashion industry is flourishing, but its continued growth hinges on brands listening to their audience, evolving their practices, and making sincere investments in their plus size consumers.

What are your thoughts? What else do plus size brands and retailers need to address? We invite you to share your insights in the comments—we genuinely want to hear from YOU!