Today’s new size 12 – a size 16?

 

When I worked at Marks and Spencers all the fittings for next seasons collections were on a classical sized 12 model. Today the average size for woman is the traditional 16 with dress sizes in 16 and above accounting for a third of all womenswear sales (exclusing underwear and nightware).

The High street  is losing vital market share to the lucurative outsize market which was worth £3.5bn in the 2005. Larger woman do not want the tent dress to hid behind. The fuller figure is here and it’s here to stay. Many size 16 and above woman want the same look and feel of the current fashion trends.

There are naturally fit considerations e.g. the balance of the front of the dress must take into consideration the larger bust and likewise the bicep and elbow measurement does not tend to naturally follow normal grading increments.

But the market growth is there for all to see. Many high street stores have broadened their ranges of both smaller and larger sized collections in an effort to tap into these profitable markets.

High Street share of the outsize market rose to 64.4% in the 12 weeks to 14 November 2004, but this fell back to 61.6% in the 12 weeks to 13 November 2005.  

Conversely, home shopping catalogues have gained share of the outsize market, rising from 13.1% to 14.3% in the 12 weeks to 13 November 2005 vs 2004. This represents nearly double home shopping’s overall 7.4% share of total women’s outer clothing, which stands at 7.4% having fallen from 8.5% share last year, indicating that catalogues are once again strengthening their position by providing specialist collections targeted at niche sectorsof the population. 

Fiona Bell, Research Director, TNS Worldpanel Fashion, comments: “Home shopping offers larger-sized women a more agreeable shopping experience than the High Street – people can choose and try on items in the comfort of their own home – as well as a wider range of bespoke styles and fittings.

“Home shopping catalogues have greatly improved their offering for larger ladies recently in reaction to increased competition from the High Street. They are responding to the needs of their customers for more fashionable clothes and beginning to reap the rewards.” 

Jenny Holloway

Industry Advisor

 

 

Please note that the above findings are based on TNS Worldpanel Fashion data for the 24 week

ending data to 13 November 2005. TNS Worldpanel Fashion monitors the

clothing, footwear and accessories purchasing trends of 15,000

demographically representative British individuals. All data discussed in

the above announcement is based on the number of and value of items being

bought by these consumers.

 

About TNS

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research company and a major supplier of consumer panel, TV audience

measurement and media intelligence services.

 

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people. We provide market information and measurement, together with

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For more information please contact:

Rachel Argyle, Senior UK PR Executive, TNS

Tel: 020 8967 1415 / 07903 556 365 or email: rachel.argyle@tns-global.com

 

 

Rachel Argyle

> Senior PR Executive- UK

> TNS

> Westgate

> London W5 1UA

> United Kingdom

> email     rachel.argyle@tns-global.com

> Phone     +44 20 8967 1415

> Fax +44 20 8967 4033

> Web www.tns-global.com/uk