The average American woman wears a size 14, which is the size cap for many U.S. retailers. ModCloth is expanding their Plus Section to answer the call from their customers for a wider range of sizes on their site, and they’ve got the data to back it up!
Our community is asking for more sizes, and we’re thrilled to provide them," says ModCloth Co-Founder and Chief Creative Officer Susan Gregg Koger. “No matter her size, shape, or style, we want to help every woman find designs that delight her and make her feel like the best version of herself.”
ModCloth conducted an online consumer survey featuring a representative sample of more than 5,000 U.S. women of mixed sizes ages 15-65. The study concluded that a large portion of the market wears sizes that fall into what the industry defines as both standard and plus sizes, showcasing how a large portion of the market falls somewhere between the two. Additionally, many of those women are avid online shoppers.
• More U.S. women report wearing a size 16 dress than a size 2 and 0 combined.
• 33% of U.S. women wear a mix of what is considered standard and plus sizes.
• 57% of U.S. women wear at least some clothing in sizes 16 and above.
• U.S. women who primarily wear sizes 16 and above indicate that they buy over 50% more of their clothing online compared to women who only wear standard sizes.
• Almost 1/2 of U.S. women who predominantly wear size 16 and above report having bought clothing online in the past 6 months, compared to approximately 1/3 of those who never wear sizes 16 and above.
Offering a full range of clothing sizes is not the only way the brand is aiming to satisfy the needs of this underserved community. ModCloth showcases a range of models who wear a variety of sizes, including recruiting their employees and customers as models in their creative campaigns. Also, inclusive site features, such as their Style Gallery invite community members to post their own outfit photos to share their looks with each other and, in turn, foster a community where all are welcome, regardless of size or personal style.
ModCloth hosted a pop-up shop event on Friday, June 14th, where customers, bloggers, and media were able to get a hands-on experience with the product ModCloth carries in a full range of sizes, a first for the non-brick-and-mortar store.