The statistics are endless: half of American women wear size 16 or above; the average dress size is 14; 45% of adult women are at least 30 pounds overweight.
So, are you getting your share of that business?
Whether your shop specializes in larger sizes or you simply want to increase your sales and selection in that range, there are some things to keep in mind to attract customers for these sizes.
First and foremost: they won’t know you have it unless you tell them.
There are two ways to tell them. The first is easy and cost-free: make sure your customers notice that you carry those sizes. Ideally, you will set up a plus-size department within your shop with the appropriate signage. Don’t have enough of a selection to set up a separate department? At least a few 4-ways or a rack or two of larger sizes, again with signage, will stimulate sales and stimulate incoming merchandise in the upper range.
The second way to tell customers you have their size is to advertise. That means, of course, not only ads and social media, but also window signage, foyer easel signs, handouts, even reminder phrases on your receipts. Check out our (shop name) Woman Department, sizes 18 to 30 (or whatever you decide constitutes plus sizes in your marketplace.) reminds all your customers (she may be a size 4 but she probably knows a size 22 or two) of your selection.
Let’s talk about something that might be a stumbling block for you:
How will you tactfully say We carry big sizes too?
Some plus-size-only shopkeepers find that their clientele prefers one euphemism over another: one insists “queen-size” is a derogatory term, another swears by “full-figured.” My advice: find what makes you comfortable, but be willing to change if you get frequent negative reaction. A sense of humor helps, such as ad headlines and rack signage that says More to Love/ Full-figured Fashions or Curves Ahead/ Plus-size Styles.
Plus-size women are not always the shopaholics smaller women are. One of the reasons for this is that their shopping expeditions are usually not as rewarding: it’s hard to come home with armloads of wonderful things when selection is so limited, as it is in most new-merchandise stores. So you will need to work harder with these women. More personal attention, more assistance with coordinating flattering accessories and suggesting usage, and maintaining and using a want list are all necessary.
Don’t hesitate, if you receive a batch of great things in larger sizes, to call a few of your larger customers I know you like Lafayette 148, and we just got 10 or 12 pieces in that are your size.
In return for this extra attention, you will find that your larger customer is more loyal to you.
And you’ll also find that the more you highlight your selection of women’s sizes, the more you will receive in. So be prepared to expand your woman’s department as the word spreads!
Auntie Kate The Resale Expert 