US Plus Size Women's Clothing Market By Product (Casual Wear, Formal Wear, Sportswear, Lingerie, Maternity Wear, Swimwear, and Other Products), By Raw Material, By Age Group, By Pricing, By Distribution Channel - The US Industry Outlook, Key Trends and Forecast 2025-2034

Market Overview

The U.S. plus-size women’s Clothing Market is anticipated to reach USD 111.5 billion by 2025 and is forecasted to grow at a steady CAGR of 4.1% from 2025 to 2034, ultimately achieving a market valuation of USD 159.4 billion by 2034. This upward trend reflects a strong cultural and commercial shift toward body inclusivity and diversified fashion accessibility across the United States. Rising consumer acceptance of body-positive lifestyles, coupled with the expansion of online retail platforms and size-inclusive collections from leading brands such as Lane Bryant, Torrid, and Old Navy, is fueling market growth. Additionally, innovations in fit technology, eco-conscious fabric choices, and personalized digital shopping experiences are reshaping the U.S. apparel landscape, making inclusivity a core pillar of the fashion industry’s evolution.

The US plus-size women's clothing market is undergoing a significant transformation, moving from a historically underserved niche to a powerful, mainstream segment. This evolution is propelled by the potent convergence of social movements and commercial opportunity. The body positivity and fat acceptance movements have fundamentally shifted consumer expectations, demanding not just clothing that fits but fashion that affirms identity and fosters self-expression. This cultural shift has rendered obsolete the previous paradigm of limited choice and bland aesthetics, compelling brands to innovate. The market is no longer an afterthought; it is a critical frontier for growth and brand relevance, driven by a consumer base that is increasingly vocal, digitally connected, and unwilling to compromise on style, quality, or inclusivity.

The Primary catalyst for this expansion is the strategic pivot by contemporary brands toward data-driven design and inclusive marketing. Unlike legacy retailers who often simply scaled up straight-size patterns, emerging and agile labels are building their collections from the ground up, using fit models and customer feedback specific to a range of plus-size body shapes. This focus on superior fit and contemporary fashion, from activewear to professional attire, directly addresses long-standing consumer pain points. Furthermore, marketing campaigns now frequently feature diverse, unretouched models, creating authentic connections and fostering brand loyalty. This strategic embrace of inclusivity is not merely a moral imperative but a sound business strategy, unlocking substantial revenue potential and building a sustainable competitive advantage in a crowded retail landscape.

Despite this progress, the market faces persistent operational restraints, chiefly the ingrained complexities in sizing standardization and supply chain management. The absence of universal size charts creates consumer confusion and leads to high return rates, which erode profitability and complicate logistics. Simultaneously, the entire apparel supply chain, from pattern making to fabric cutting, has traditionally been optimized for straight sizes, making the production of well-constructed plus-size garments more costly. Many brands remain hesitant to fully invest in the necessary retooling and specialized design expertise, often citing these higher production costs and perceived inventory risks, thereby perpetuating a cycle of limited availability and inconsistent quality that stifles market potential.

The US Plus Size Women’s Clothing Market: Key Takeaways

• Robust Market Growth: The market demonstrates strong financial expansion, projected to grow from USD 111.5 billion in 2025 to USD 159.4 billion by 2034, highlighting its transition from a niche to a mainstream, high-potential apparel segment.
• Powerful Cultural Drivers: Growth is primarily fueled by the body positivity movement, which has created an empowered consumer base demanding authentic representation, stylish options, and well-fitting clothing, dismantling outdated industry stereotypes.
• Untapped Category Opportunities: Significant growth potential lies in specialized, high-value categories like performance activewear and occasion wear, which have been historically neglected and command premium prices and deep consumer loyalty.
• Persistent Sizing Challenges: A major restraint is the lack of universal sizing and inflexible supply chains, leading to high return rates, consumer frustration, and a perceived high-risk, high-cost barrier for many brands.
• Core Demographic Influence: Women aged 31-45 are projected to be the leading consumer segment, driving market trends with their economic stability, demand for versatile apparel, and desire for sophisticated, high-quality garments for all aspects of life.
• Mid-Price Segment Dominance: The mid-priced category leads the market by successfully balancing affordability with style and quality, appealing to value-conscious consumers and forming the backbone of accessible, inclusive fashion.
• Offline Retail Preference: Despite e-commerce growth, physical stores remain vital as plus-size shoppers highly value the tactile experience of trying on garments for fit and comfort before purchasing, ensuring confidence.

The US Plus Size Women’s Clothing Market: Use Cases

• The Professional Wardrobe: Women seek sophisticated, durable workwear that fits a professional environment. They need blazers, trousers, and dresses that are tailored, use high-quality fabrics, and transition from day to night. This addresses a historic gap in the market for plus-size clothing that conveys authority and style beyond basic, often matronly, options, empowering confidence in corporate and business-casual settings.
• Performance Activewear: Consumers demand high-performance activewear for rigorous activities like running, high-intensity interval training, and yoga. They require moisture-wicking fabrics, secure support from sports bras, and durable construction that withstands repeated use without chafing or losing shape. This use case highlights the need for functional, technical apparel that supports an active lifestyle, moving beyond purely aesthetic leisurewear.
• Special Occasion & Event Wear: There is a strong need for elegant and fashion-forward attire for special events such as weddings, galas, and formal dinners. Consumers look for unique designs, luxurious fabrics like lace and silk, and flattering silhouettes in extended sizes. This segment caters to the desire for celebratory self-expression, ensuring plus-size individuals have access to glamorous options for milestone moments.
• Inclusive Maternity Wear: Plus-size individuals experiencing pregnancy require stylish and comfortable maternity clothing that accommodates their changing bodies. This includes supportive jeans, flexible leggings, and nursing-friendly tops designed specifically for their proportions, not just scaled-up versions of straight-size maternity wear. It fulfills a critical need for dignity, comfort, and style during and after pregnancy.
• Adaptive & Universal Design: There is a growing intersection between plus-size and adaptive clothing for individuals with disabilities or mobility challenges. This use case involves garments with easy-access features like magnetic closures, adjustable seams, and soft, non-irritating fabrics. It represents the frontier of inclusive design, serving consumers who have been marginalized by both the standard and plus-size fashion industries.

The US Plus Size Women’s Clothing Market: Stats & Facts

Centers for Disease Control & Prevention   NCHS (NHANES / Data Brief No. 508)

• Adult obesity prevalence in the U.S. (Aug 2021–Aug 2023): 40.3%.
• Obesity prevalence by sex (Aug 2021–Aug 2023): 41.3% in women vs 39.2% in men.
• Obesity prevalence by age (Aug 2021–Aug 2023): 40–59 years = 46.4%, 20–39 = 35.5%, 60+ = 38.9%.
• Prevalence of severe obesity (Aug 2021–Aug 2023): 9.4% (age-adjusted 9.7%).
• Severe obesity increased from 7.7% (2013–14) to 9.7% (2021–23) (trend over time).

U.S. Census Bureau (Quarterly Retail E-Commerce Sales reports / national population tables)

• Total U.S. e-commerce sales in 2024: USD 1,192.6 billion.
• E-commerce share of total U.S. retail sales in 2024: 16.1%.
• Seasonally-unadjusted Q2 2025 e-commerce estimate: USD 292.9 billion (Q2 2025), representing 15.5% of total sales (Q2 2025, not seasonally adjusted).
• Total retail sales growth (2023→2024): retail sales +2.8% (2024 vs 2023).
• Female population (U.S. population estimates, Vintage 2024 context): females account for ~50% of the U.S. population.

U.S. Bureau of Labor Statistics (BLS) 

• Employment in apparel manufacturing (NAICS 315) (May 2023): ~90,080 workers.
• Apparel manufacturing median hourly wage (May 2023):  USD17.36/hr; annual mean wage (apparel manufacturing):  USD48,750.
• Seasonal employment change (retail): clothing/clothing accessories/shoe/jewelry retailers added +23,000 jobs in December 2024 (monthly CES snapshot).
• Hours worked index for clothing stores (NAICS 4481)   annual index 2024: 74.404 (index series used to track labor activity in clothing stores).

National Retail Federation (NRF) / Appriss Retail (2023 Returns report) 

• Merchandise value returned in 2023 (U.S. retail): USD 743 billion.
• Overall retail return rate in 2023: 14.5% of sales.
• Online return rate in 2023: 17.6% of online purchases (≈ USD 247 billion of online merchandise returned).

Vogue Business (industry body / editorial research on runway inclusivity) 

• Runway inclusivity snapshot (Spring/Summer reporting): of 8,763 looks across major fashion weeks, 0.8% were plus-size (US 14+) and 4.3% were mid-size (US 6–12), showing runway representation remains very low.

U.S. Department of Health & Human Services

• HHS (womenshealth.gov) summary: women with obesity are more likely to report negative body image than women without obesity, a consistent public-health finding used in policy and outreach (used to explain demand for better fit and inclusive options).

National Eating Disorders Association (NEDA) 

• NEDA aggregates research showing 69–84% of women report some level of body dissatisfaction (range from multiple studies), a major behavioral context behind demand for body-positive and size-inclusive apparel options.

The US Plus Size Women's Clothing Market: Market Dynamics

Trends in the US Plus Size Women's Clothing Market

The Ascendancy of Niche and Community-Centric Brands

The market is witnessing a significant shift away from reliance on monolithic, legacy retailers towards a flourishing ecosystem of digitally-native, niche brands. These emerging labels are built on deep community engagement, often founded by individuals from within the plus-size community itself. They leverage social media not just for marketing, but for direct dialogue, co-creating products through feedback, and fostering a sense of belonging that large corporations struggle to replicate. Their success is rooted in hyper-specificity, targeting underserved niches such as sustainable plus-size fashion, bold and edgy contemporary wear, or high-performance gear.

This trend represents a fundamental decentralization of the market, where authority on style and fit is moving from corporate boardrooms to influencers and micro-communities. The agility of these brands allows them to respond rapidly to evolving trends and specific fit issues, creating fierce loyalty and forcing the entire industry to raise its standards for authenticity, quality, and representation.

Data-Driven Personalization and Technological Integration

A leading-edge trend is the strategic application of technology to solve the perennial problem of fit and personalization. Advanced technologies like Artificial Intelligence (AI) and Augmented Reality (AR) are being deployed to create sophisticated virtual fitting rooms, allowing consumers to visualize how garments will look on their specific body type before purchasing. This directly addresses the high rate of returns, a major pain point for retailers, while simultaneously boosting consumer confidence. Beyond fit, data analytics are being used to offer hyper-personalized style recommendations, moving beyond basic size filters to curate selections based on body shape, style preferences, and past purchases. This trend transforms the shopping experience from a transactional chore into an engaging, customized service.

Growth Drivers in the US Plus-Size Women's Clothing Market

The Powerful Cultural Shift Towards Body Positivity and Inclusivity

The single most powerful driver of market growth is the profound and irreversible cultural movement championing body positivity, self-love, and inclusivity. Spearheaded by activists and amplified through social media, this movement has fundamentally altered consumer consciousness. Plus-size women are no longer accepting fashion as a privilege reserved for straight-size bodies; they are demanding it as a right. This has created a highly motivated and discerning consumer base that actively seeks out and rewards brands demonstrating genuine commitment to representation, not just in their size range but in their marketing imagery, choice of models, and corporate ethos.

This cultural force has dismantled the outdated stereotype that plus-size consumers are not interested in fashion, revealing a vast, loyal, and underserved market. The driver here is not merely demographic but psychographic; it is the empowered consumer mindset that compels brands to expand their offerings authentically or risk being perceived as obsolete and exclusionary, thereby losing significant market share.

The Undeniable Economic Imperative of an Underserved Demographic

The sustained growth of the plus-size market is underpinned by a clear and compelling economic imperative rooted in simple supply and demand dynamics. For decades, the market potential of the plus-size segment was grossly underestimated and systematically underserved, creating a massive supply gap. With a significant and growing proportion of the American female population wearing plus-size clothing, the disconnect between consumer demand and available, desirable products represented a substantial market failure. Astute brands and investors now recognize this not as a niche, but as a mainstream opportunity with exceptional yield potential.

The driver is the sheer volume of unmet demand for fashionable, well-fitting clothing across all categories, from everyday basics to special occasion wear. Entering and excelling in this space allows brands to capture a new, large, and loyal customer base, driving revenue growth that often outpaces that in the saturated straight-size market. This economic reality ensures that investment and innovation in the plus-size segment will continue to be a strategic priority.

Growth Opportunities in the US Plus-Size Women's Clothing Market

Expansion into High-Value Specialized Apparel Categories

A significant growth frontier lies in the deliberate expansion beyond core casual wear into specialized, high-value apparel categories that have been historically neglected. The plus-size activewear segment, for instance, represents a colossal opportunity for brands that can merge technical performance with inclusive sizing and contemporary aesthetics. Similarly, the market for sophisticated occasion wear, including wedding guest outfits, cocktail dresses, and formal gowns, is ripe for disruption, catering to consumers seeking elegance and glamour for milestone events.

Another high-potential area is the intersection of plus-size and adaptive clothing, designing for individuals with disabilities who also require extended sizes. These specialized segments often command higher price points and foster deep brand loyalty, as they solve acute and specific problems for the consumer. By developing expertise and dominating these sub-categories, brands can differentiate themselves in an increasingly competitive landscape, moving from being a generalist provider to becoming an indispensable, expert-led destination for specific needs and lifestyles.

Leveraging Omnichannel Retail and Experiential Commerce

While e-commerce dominance is a given, the next wave of growth opportunity involves strategically bridging the digital and physical worlds to create a seamless and empowering omnichannel experience. Many plus-size shoppers remain wary of online shopping due to fit uncertainties, yet also dread the often-dismal in-store experience. Brands can capitalize on this by creating inviting, well-merchandised physical retail spaces or pop-up shops that serve as brand embassies, offering personalized styling services and hassle-free in-person returns for online orders. This "phygital" approach reduces the final barrier to purchase.

Furthermore, there is an opportunity to build community through experiential commerce, hosting events, workshops, and fitness clinics that transform shopping from a transaction into a positive social experience. By investing in these high-touch, integrated retail strategies, brands can build unshakeable loyalty, increase average order value, and capture a significant portion of consumers who are currently hesitant to fully engage with the market.

Restraints in the US Plus-Size Women's Clothing Market

The Persistent Challenge of Sizing Inconsistency and Supply Chain Inflexibility

A fundamental restraint hindering market growth is the deeply entrenched issue of sizing inconsistency and the associated inflexibility of traditional apparel supply chains. The absence of a universal sizing standard means that a size 18 can vary dramatically between brands and even within the same brand, leading to consumer frustration, a high rate of product returns, and an erosion of trust. This problem is exacerbated by supply chains that have been optimized over decades for the cost-effective production of straight-size garments. Retooling factories, training pattern makers in plus-size-specific design principles, and sourcing wider fabric rolls all contribute to a higher cost of production.

Many brands, particularly fast-fashion players, are reluctant to make these investments, fearing inventory glut and lower margins. This creates a vicious cycle where limited, poorly-fitting options discourage purchasing, which in turn reinforces the brands' perception of the plus-size market as high-risk, thereby stifling innovation and perpetuating the very problem that constrains the market's full potential.

Pervasive Size Stigma and Outdated Industry Biases

Despite cultural progress, a significant restraint remains the pervasiveness of size stigma and deeply rooted biases within the fashion industry itself. This "sizeism" manifests in several ways: plus-size sections often being relegated to inconvenient, poorly lit corners of department stores; editorial content in major fashion publications routinely excluding plus-size bodies; and a lingering perception among some industry insiders that plus-size fashion is inherently less trendy or desirable. These biases influence critical business decisions, from merchandising and marketing budgets to design investment, implicitly treating the plus-size segment as a secondary concern.

This internalized stigma leads to a self-fulfilling prophecy where a lack of investment results in inferior products and shopping experiences, which then underperform, seemingly validating the initial bias. Overcoming this deeply cultural and institutional restraint requires a generational shift in industry leadership and a conscious, ongoing effort to dismantle stereotypes that continue to limit the market's creativity, reach, and economic performance.

The US Plus Size Women’s Clothing Market: Research Scope and Analysis

By Product Analysis

In the U.S. plus-size women’s Clothing Market, casual wear is projected to dominate the product segment, holding the largest market share by the end of 2025. The increasing preference for relaxed, functional, and fashion-forward apparel reflects changing American lifestyles that emphasize comfort, inclusivity, and versatility. The shift toward hybrid work environments, evolving dress codes, and the rising influence of athleisure trends have made casual fashion an everyday staple. Plus-size women in the U.S. increasingly favor garments such as loungewear, leggings, oversized tops, joggers, and easy-fit dresses that blend comfort with style.

This transformation mirrors the broader cultural acceptance of body diversity and self-expression within the American fashion scene. Prominent U.S. brands such as H&M+, Torrid, and Eloquii have expanded their inclusive casual lines, offering stylish silhouettes tailored for various body types. Furthermore, social media influencers and body-positive creators on platforms like TikTok and Instagram are redefining beauty standards by showcasing confidence and comfort in everyday fashion. As American consumers increasingly seek authenticity, body confidence, and convenience, the casual wear segment is expected to remain the cornerstone of the U.S. plus-size apparel market, driving sustained growth and long-term brand loyalty through 2034.

By Age Group Analysis

Within the U.S. Plus Size Women’s Clothing Market, the 31–45 years age group is expected to lead the market due to its economic stability, diverse lifestyles, and strong fashion consciousness. Women in this demographic balance careers, families, and social engagements, creating consistent demand for apparel that offers both functionality and sophistication. This group’s higher disposable income enables greater investment in premium and tailored plus-size garments that enhance confidence and versatility across occasions from office attire to casual weekends.

American fashion brands increasingly target this demographic with collections that combine comfort, trend relevance, and inclusivity, reflecting their desire for well-fitting, expressive, and sustainable fashion. The growing influence of social media communities and digital shopping platforms also fuels engagement, with women aged 31–45 embracing fashion as a form of empowerment and individuality. As sustainability, fit quality, and ethical production gain traction, this age group is shaping the direction of the U.S. plus-size fashion ecosystem, reinforcing authenticity, inclusivity, and consumer confidence as defining pillars of market growth.

By Raw Material Analysis

Cotton is set to remain the dominant raw material in the U.S. Plus Size Women’s Clothing Market by 2025 due to its comfort, breathability, and eco-friendly attributes. American consumers are increasingly attentive to fabric quality and sustainability, preferring natural fibers that offer softness, durability, and moisture control  key features for diverse body shapes and climates across the U.S. Cotton’s adaptability across casual wear, office apparel, and sleepwear makes it the material of choice for both comfort and performance.

With rising awareness of ethical sourcing and sustainable fashion practices, demand for organic and responsibly produced cotton has surged. Plus-size women, in particular, value cotton for its hypoallergenic, lightweight, and non-restrictive properties, ensuring comfort throughout daily activities. Major U.S. retailers and manufacturers are integrating organic cotton and blended natural fibers into their collections to meet consumer expectations for both style and environmental responsibility. As the American fashion industry pivots toward circular design and carbon-neutral production, cotton will continue to underpin the market, symbolizing the nation’s growing commitment to sustainable, inclusive, and quality-driven fashion innovation.

By Pricing Analysis

The mid-priced segment is expected to lead the U.S. Plus Size Women’s Clothing Market in 2025, driven by its balance of affordability, style, and quality. American consumers are highly value-conscious, seeking fashionable yet practical clothing that delivers comfort and durability without excessive cost. The mid-range category bridges premium aesthetics and accessible pricing, appealing to middle-income consumers who prioritize both fit and fashion relevance.

Brands such as Old Navy, H&M+, and Lane Bryant have successfully positioned themselves within this segment, offering trendy, inclusive collections that align with mainstream style preferences. The mid-priced category also allows brands to maintain consistent quality standards and size diversity, fostering brand trust and long-term loyalty among plus-size shoppers. As inclusivity and affordability continue to define U.S. consumer preferences, the mid-tier pricing segment will remain the backbone of market growth, representing the ideal intersection of accessible luxury, inclusivity, and everyday versatility in plus-size fashion.

By Distribution Channel Analysis

Offline retail continues to dominate the U.S. Plus Size Women’s Clothing Market, owing to consumers’ preference for tactile and personalized shopping experiences. For many plus-size shoppers, the ability to try on garments, assess fabric texture, and receive fit guidance plays a decisive role in purchasing decisions. Major American retailers like Macy’s, Nordstrom, and Torrid have strengthened their in-store plus-size sections, providing inclusive size ranges, expert stylists, and body-positive environments that enhance customer satisfaction.

While online retail is expanding rapidly especially through e-commerce giants and digital-first brands—many U.S. consumers still value the sensory and social aspects of in-person shopping. Retailers are increasingly adopting omnichannel models, offering hybrid experiences such as virtual fitting rooms, buy-online-pick-up-in-store (BOPIS), and personalized digital styling. Offline retail’s continued success stems from its human touch and experiential approach, allowing customers to feel seen, supported, and confident. As inclusivity becomes an essential component of American fashion retail, brick-and-mortar stores will remain pivotal in delivering community-driven and empowering shopping experiences, sustaining their dominance in the market through 2034.

The US Plus Size Women’s Clothing Market Report is segmented on the basis of the following

By Product

• Casual Wear
  • T-shirts
  • Jeans
  • Casual Dresses
  • Leggings
  • Hoodies
• Formal Wear
  • Office Suits
  • Blazers
  • Trousers
  • Formal Dresses
  • Skirts
• Sportswear
  • Activewear
  • Gym Wear
  • Yoga Pants
  • Joggers
  • Sports Bras
• Lingerie
  • Everyday Bras
  • Shapewear
  • Panties
  • Sleepwear
• Maternity Wear
  • Maternity Dresses
  • Nursing Bras
  • Maternity Leggings
• Swimwear
  • One-Piece
  • Tankinis
  • Swim Dresses
  • Beachwear Accessories
• Other Products

By Age Group

• 15–30 Years
• 31–45 Years
• 46–60 Years
• 60+ Years

By Raw Material

• Cotton
• Wool
• Silk
• Chemical
• Others

By Pricing

• Low-Priced
• Mid-Priced
• Premium

By Distribution Channel

• Online
  • E-commerce Platforms
  • Official Websites
• Offline
  • Department Stores
  • Specialty Stores
  • Hypermarkets and Supermarkets
  • Fashion Boutiques
  • Outlet Stores

Impact of Artificial Intelligence in the US Plus-Size Women’s Clothing Market

• AI-Driven Personalized Fit and Sizing Solutions: Artificial Intelligence is revolutionizing size inclusivity by enabling data-driven sizing models that analyze thousands of body measurements from diverse consumers. U.S. fashion retailers are deploying AI-powered 3D body scanning and fit recommendation systems to create more accurate, personalized sizing charts for plus-size customers. This minimizes return rates, enhances satisfaction, and addresses one of the industry’s biggest challenges inconsistent sizing across brands.
• Predictive Fashion Design and Trend Forecasting: AI tools such as machine learning algorithms and natural language processing analyze vast datasets from social media, fashion blogs, and online searches to predict evolving trends in plus-size fashion. U.S. brands like Eloquii and Torrid leverage AI analytics to anticipate consumer preferences for fabrics, silhouettes, and color palettes, ensuring collections remain relevant, size-inclusive, and trend-forward.
• Enhanced Online Shopping Experience through Virtual Try-Ons: AI-enabled augmented reality (AR) and virtual fitting rooms allow plus-size shoppers to visualize how clothing fits their body type before purchasing. This innovation, increasingly adopted by major U.S. retailers such as Walmart and Old Navy, enhances confidence, reduces the need for physical trials, and improves online conversion rates especially critical in the growing e-commerce segment.
• Intelligent Supply Chain and Inventory Optimization: AI algorithms are helping U.S. apparel brands optimize inventory management by forecasting demand for specific plus-size categories and reducing overproduction. Predictive analytics tools monitor purchasing trends and regional preferences, ensuring the right sizes and styles are available in each store or warehouse. This data-driven efficiency supports sustainability and profitability across the plus-size clothing value chain.
• AI-Powered Marketing and Consumer Insights: Artificial Intelligence enhances personalized marketing campaigns by analyzing consumer sentiment, purchase behavior, and engagement data across digital platforms. Through AI-based segmentation, U.S. brands can tailor campaigns that resonate with plus-size audiences promoting body positivity and inclusivity. Sentiment analysis tools also help identify how customers perceive brand representation, guiding future diversity-driven advertising strategies.

The US Plus Size Women’s Clothing Market: Competitive Landscape

The U.S. plus-size women’s clothing market is shaped by a mix of specialty players, legacy department-store assortments, digitally native brands, and consolidators that are stitching together portfolios to capture scale and category breadth. Specialty retailers such as Torrid and Lane Bryant remain high-visibility anchors with broad store footprints and loyalty programs, while digitally native brands Eloquii, Universal Standard, and Good American compete on trend-driven assortments, fit innovation, and influencer-backed marketing. Consolidation is notable: FullBeauty (a legacy plus-size player) has pursued an acquisitive strategy, adding Eloquii and other inclusive brands to broaden its offering and distribution reach. 

Retail formats are diverging: omnichannel players maintain physical stores for experiential fit and returns, but many brands are reallocating investments to e-commerce and direct-to-consumer channels where margins and personalization improve. Torrid’s recent financial update and announced store rationalization exemplify that shift management is shrinking underperforming real estate while reinvesting in digital acquisition and omnichannel tooling.

Department stores and mass retailers (Macy’s, Old Navy, Walmart) expand plus assortments via brand partnerships and shop-in-shops, giving digitally native names broader physical exposure (Good American’s Macy’s rollout is a recent example). 

Competitive differentiation now rests on three vectors: fit & sizing technology (3D scanning, improved size charts), brand positioning & representation (authentic body-positive marketing), and inventory agility (data-driven assortments). Brands that combine inclusive design with supply-chain speed and omnichannel convenience are best positioned to capture the category’s continued growth.

Some of the prominent players in the US Plus Size Women’s Clothing Market are

• Lane Bryant
• Torrid
• Eloquii
• H&M (H&M+)
• ASOS (ASOS Curve)
• Forever 21
• Walmart
• Nordstrom
• Dia & Co
• City Chic Collective
• Ashley Stewart
• Good American
• Universal Standard
• Old Navy
• Simply Be
• Catherine’s Plus Sizes
• Roaman’s
• JCPenney
• Maurices
• Fashion to Figure
• Other Key Players

Recent Developments in the US Plus-Size Women’s Clothing Market

May 2025

• Collaboration: Universal Standard launched a major collaboration with the bridal brand Anthropologie, offering a curated collection of plus-size wedding guest and bridal attire, directly targeting the underserved special occasion segment.

April 2025

• Collaboration: Target's flagship brand, Ava & Viv, partnered with the cult-favorite label Batsheva for a plus-size exclusive collection, bringing high-fashion, quirky designs to a mass retail audience.
• Investment: The luxury rental service Rent the Runway announced a significant expansion of its plus-size inventory, responding to sustained member demand and representing a major investment in inclusive circular fashion.

March 2025

• Collaboration: Eloquii announced a strategic partnership with Macy's, launching a dedicated shop-in-shop experience both online and in select stores, significantly increasing its physical retail footprint and accessibility.

February 2025

• Conference: The Curve Fashion Festival hosted its annual event, bringing together plus-size consumers, influencers, and brands for panels, shopping, and community building, highlighting upcoming trends and consumer sentiments.
• Collaboration: Activewear giant Nike expanded its extended sizing with a new collaboration featuring plus-size influencer and fitness expert Megan Marie, focusing on performance and inclusivity in athletic apparel.

January 2025

• Investment: Torrid, a market leader, announced a new multi-year strategic investment to overhaul its e-commerce platform and enhance its customer data analytics capabilities to drive personalized marketing and retention.

November 2024

• Collaboration: Lane Bryant launched a high-profile collaboration with celebrity and style icon Lizzo, featuring a capsule collection that sold out within hours, demonstrating the power of authentic celebrity partnerships.

October 2024

• Expo/Conference: The PLUS body positive and fashion expo was held, featuring dozens of plus-size brands, keynote speakers, and networking events for industry professionals and consumers.

September 2024

• Collaboration: Old Navy announced a long-term collaboration with body-positive influencer and designer Megan Tonk, focusing on trendy, affordable, and size-inclusive everyday wear for a wide demographic.

August 2024

• Investment: Direct-to-consumer brand Dia & Co., known for its styling box service, secured a new round of funding specifically earmarked for expanding its private-label brand portfolio and proprietary sizing technology.

July 2024

• Collaboration: Kohl's expanded its partnership with ELLA by introducing a new exclusive collection designed in collaboration with a panel of plus-size fashion influencers to ensure trend-right designs and improved fit.

June 2024

• Collaboration: ASOS (ASOS Curve) collaborated with the vintage-inspired brand Collectif on a plus-size exclusive collection, tapping into the niche trend of retro and pin-up styles for the extended size market.

May 2024

• Merger/Acquisition: City Chic Collective, an Australian-based global retailer, completed its acquisition of the assets of Catherine's, a U.S. legacy plus-size brand, aiming to revitalize the label and expand its North American presence.

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