how to start a plus size clothing business

Understanding the Plus Size Clothing Market: A Lucrative Business Opportunity

The plus size clothing market has experienced phenomenal growth in recent years, driven by the growing demand for fashion inclusivity and body positivity. Gone are the days when plus size individuals had limited options and struggled to find clothing that fit well and made them feel confident. Today, entrepreneurs have a unique opportunity to tap into this thriving market and start their own plus size clothing business.

In this comprehensive guide, we will delve deep into the world of starting a plus size clothing business. We will explore the nuances of this market, the reasons why it is worth venturing into, and the steps you need to take to build a successful business. Whether you aspire to launch an e-commerce store or a physical boutique, this guide will provide you with the knowledge and insights to navigate the plus size clothing industry.

Why Start a Plus Size Clothing Business?

The decision to start a plus size clothing business is not only financially rewarding but also socially impactful. The fashion industry has long neglected the needs and desires of plus size individuals, leaving a significant gap in the market. By entering this industry, you have the power to make a positive change in people’s lives by providing stylish and inclusive clothing options that celebrate diverse body sizes and shapes.

Moreover, the plus size clothing market is experiencing rapid growth, making it a highly lucrative business opportunity. According to research, the global plus size clothing market is expected to reach a value of $24.6 billion by 2026, with a compound annual growth rate (CAGR) of 4.4%. This growth can be attributed to a rise in body positivity movements, increased awareness of size inclusivity, and a shift in consumer preferences towards brands that prioritize diversity and inclusivity.

Understanding the Target Audience

Before diving into the intricacies of starting a plus size clothing business, it is crucial to gain a comprehensive understanding of the target audience. Plus size individuals come from diverse backgrounds, ages, and lifestyles. They have unique fashion needs and preferences that are often unmet by traditional clothing retailers.

By analyzing the demographics and psychographics of the plus size consumer segment, you can identify their pain points and aspirations. Understanding their challenges, desires, and purchasing behaviors will help you tailor your products and marketing strategies to resonate with this audience on a deeper level. Additionally, creating buyer personas will assist you in crafting a brand identity and marketing message that truly speaks to the hearts and minds of your potential customers.

In the following sections, we will guide you through the essential steps of starting a plus size clothing business. From market research and planning to setting up your business and implementing effective marketing strategies, this guide will equip you with the knowledge and tools to embark on this exciting entrepreneurial journey. Let’s dive in and explore the world of plus size fashion entrepreneurship!

Overview of the Plus Size Clothing Market

The plus size clothing market has witnessed a significant transformation in recent years, fueled by the demand for fashion inclusivity and body positivity. Historically, the fashion industry predominantly catered to slim and standard-sized individuals, leaving a vast portion of the population underserved. However, with changing societal attitudes and a growing emphasis on embracing diverse body types, the plus size clothing market has emerged as a thriving sector with immense potential for entrepreneurs.

The plus size clothing market encompasses a wide range of apparel categories, including tops, bottoms, dresses, activewear, swimwear, and lingerie, specifically designed to fit and flatter plus size bodies. This market segment typically includes individuals who wear sizes 14 and above, although definitions of plus size can vary across regions and brands. The demand for plus size clothing arises from both practical and emotional factors. Plus size individuals seek clothing options that not only fit well but also make them feel confident, stylish, and comfortable.

The growth of the plus size clothing market can be attributed to several factors. Firstly, there has been a significant cultural shift towards body positivity and self-acceptance, challenging the narrow beauty standards perpetuated by the fashion industry. As societal attitudes evolve, consumers are demanding greater representation and inclusivity in the fashion landscape. This has led to an increased demand for stylish and fashionable clothing options for plus size individuals.

Furthermore, the rise of social media and the influencer culture has played a pivotal role in amplifying the voices and needs of the plus size community. Bloggers, influencers, and body-positive advocates have utilized these platforms to promote self-love, body acceptance, and the importance of diverse representation in the fashion industry. As a result, consumers are becoming more aware and vocal about their preferences for inclusive and size-diverse fashion options.

In terms of market size, the plus size clothing industry has experienced substantial growth over the years. According to a report by Grand View Research, the global plus size clothing market was valued at $22.2 billion in 2019 and is projected to reach $30.0 billion by 2027, with a compound annual growth rate (CAGR) of 4.4%. This growth is fueled by increasing consumer spending power, changing fashion trends, and the expansion of plus size offerings by both established and emerging brands.

Moreover, the plus size clothing market offers ample opportunities for niche specialization. Within this market, entrepreneurs can focus on various subcategories, such as plus size activewear, formal wear, maternity wear, or even sustainable and ethically made plus size clothing. By catering to specific niches, entrepreneurs can differentiate their brand and develop a loyal customer base.

In the next sections, we will explore why starting a plus size clothing business is a worthwhile endeavor and guide you through the essential steps to establish and grow your venture. By understanding the nuances of the plus size clothing market and implementing effective strategies, you can position your business for success in this flourishing industry.

Why Start a Plus Size Clothing Business?

Starting a plus size clothing business offers a unique opportunity to make a meaningful impact in the fashion industry and cater to an underserved market segment. Here are some compelling reasons why venturing into the world of plus size fashion entrepreneurship is worth considering:

1. Addressing the Lack of Fashion Inclusivity

For far too long, the fashion industry has perpetuated unrealistic beauty standards and excluded individuals who do not fit into the narrow definition of “ideal” body types. Plus size individuals, in particular, have faced limited options when it comes to stylish and fashionable clothing that fits well and makes them feel confident. By starting a plus size clothing business, you can contribute to changing the narrative and offer inclusive fashion choices that celebrate diverse body sizes and shapes.

Fashion inclusivity is not just about providing larger sizes; it is about designing clothing that flatters plus size bodies, considers their unique proportions, and embraces their personal style preferences. Your business has the potential to empower plus size individuals to express themselves through fashion without compromising on style, comfort, or fit. By prioritizing inclusivity, you can build a strong brand that resonates with your target audience and fosters a sense of belonging within the fashion community.

2. Tapping into a Lucrative Market

The plus size clothing market is experiencing remarkable growth, presenting entrepreneurs with a lucrative business opportunity. As more consumers demand size-inclusive options and reject the outdated notion that fashion is only for a select few, the market for plus size clothing continues to expand. According to a report by Coresight Research, the plus size apparel market in the United States alone was estimated to be worth $31.4 billion in 2019.

The potential for growth in this market is further reinforced by the fact that plus size individuals represent a significant portion of the population. Studies show that the average American woman wears between a size 16 and 18, which falls within the plus size range. By catering to this sizable market segment, you can tap into a consumer base that is actively seeking fashionable and well-fitting clothing options.

3. Fostering Body Positivity and Self-Confidence

The impact of the fashion industry extends beyond clothing; it has the power to shape societal perceptions and influence individuals’ self-esteem. By offering plus size clothing that celebrates diverse body sizes and shapes, you can contribute to fostering body positivity and empowering plus size individuals to embrace their bodies.

When individuals feel confident in their appearance and have access to clothing that makes them feel good, it positively impacts their overall well-being. Your plus size clothing business can play a vital role in helping individuals build self-confidence, challenge societal beauty standards, and embrace their bodies with pride. By creating a brand that promotes body positivity, you can establish a loyal customer base that aligns with your values and supports your mission.

4. Personal Passion and Connection to the Market

Starting a business is a significant undertaking that requires commitment, dedication, and passion. If you have a personal connection to the plus size community or have experienced the challenges of finding well-fitting clothing, starting a plus size clothing business can be a way to turn that passion into a meaningful venture. Your personal experiences and understanding of the market can provide invaluable insights and authenticity to your brand, enabling you to connect with your target audience on a deeper level.

Additionally, building a business around something you are passionate about can be immensely rewarding. It allows you to combine your love for fashion, entrepreneurship, and making a positive impact, creating a fulfilling and purpose-driven career path. Your passion will serve as a driving force during the inevitable challenges and setbacks along the way, helping you stay focused and motivated to succeed.

Starting a plus size clothing business is not only a smart business move but also an opportunity to make a difference in people’s lives. By addressing the lack of fashion inclusivity, tapping into a growing market, fostering body positivity, and pursuing your passion, you can create a successful and impactful business in the plus size clothing industry. In the following sections, we will guide you through the essential steps to transform your vision into reality and set up a thriving plus size clothing business.

Understanding the Target Audience

To build a successful plus size clothing business, it is essential to have a deep understanding of your target audience. Plus size individuals are a diverse group with varying preferences, needs, and lifestyles. By gaining insights into their demographics, psychographics, and pain points, you can tailor your products, marketing strategies, and brand messaging to effectively connect with and serve this audience.

Analyzing Demographics and Psychographics

Demographics play a crucial role in understanding your target audience. Plus size individuals come from various age groups, ethnicities, and backgrounds. Analyzing demographic data can help you identify trends and patterns within your target market, enabling you to develop targeted marketing campaigns and create products that resonate with specific segments.

Psychographics delve deeper into the mindset, values, attitudes, and behaviors of your target audience. Understanding the psychographics of plus size individuals is crucial for crafting a brand identity and marketing message that truly connects with them. Consider factors such as their lifestyle choices, fashion preferences, aspirations, and pain points. What are their motivations for purchasing clothing? What are their concerns when it comes to fashion? By answering these questions, you can develop a brand personality and positioning that aligns with the desires and values of your target audience.

Identifying Challenges and Pain Points

Plus size individuals often face unique challenges and pain points when it comes to shopping for clothing. It is important to identify and address these pain points to differentiate your business and provide solutions that other retailers may overlook. Some common challenges faced by plus size individuals include:

Limited Size Range:

Finding clothing that fits well and flatters their body shape can be a struggle for plus size individuals. Many retailers offer limited size ranges, leaving them with limited options and compromising on fit and style.

Lack of Fashion Options:

The fashion industry has historically neglected the plus size market, resulting in a scarcity of fashionable and trendy clothing options. Plus size individuals often have to settle for outdated or unflattering styles, limiting their ability to express their personal style.

Inconsistent Sizing:

Inconsistent sizing across brands can be frustrating for plus size consumers. They may find that their size varies significantly from one brand to another, making it challenging to shop confidently online or in-store.

Negative Body Image:

Years of societal pressure and limited representation in the fashion industry have led to negative body image issues for many plus size individuals. Building a brand that promotes body positivity and celebrates diverse bodies can help combat these negative perceptions.

By addressing these challenges through your product offerings, customer service, and marketing communications, you can position your plus size clothing business as a trusted and reliable solution for the target audience.

Creating Buyer Personas

To refine your understanding of the target audience, it is beneficial to create buyer personas. Buyer personas are fictional representations of your ideal customers, based on real data and insights. They help you humanize your target audience and understand their needs, desires, and pain points on a deeper level.

When creating buyer personas for your plus size clothing business, consider factors such as age, body shape, lifestyle, fashion preferences, shopping habits, and aspirations. Give each persona a name, backstory, and specific characteristics to make them relatable and tangible. This exercise will guide your decision-making process when it comes to product development, marketing strategies, and brand positioning.

Understanding your target audience is a continuous process. Stay updated on the latest trends, engage with your customers through surveys and feedback, and actively listen to their needs and preferences. By keeping your finger on the pulse of the plus size community, you can ensure that your plus size clothing business remains relevant, resonates with your audience, and continues to meet their evolving demands.

In the next sections, we will delve into the practical aspects of setting up your plus size clothing business, from registering your business to sourcing suppliers and inventory management. By combining your understanding of the target audience with effective business strategies, you can create a brand that truly caters to the needs of plus size individuals and builds a loyal customer base.

Setting Up Your Plus Size Clothing Business

Once you have a solid understanding of the plus size clothing market and your target audience, it’s time to dive into the practical aspects of setting up your business. This section will guide you through the essential steps to establish a strong foundation for your plus size clothing venture.

Registering Your Business

Before you can officially launch your plus size clothing business, you need to ensure that it is properly registered and compliant with the legal requirements of your jurisdiction. The specific steps and regulations vary depending on your location, but here are some general considerations:

Business Structure:

Decide on the most suitable business structure for your plus size clothing business. Common options include sole proprietorship, partnership, limited liability company (LLC), or corporation. Each structure has its own benefits and considerations, such as liability protection and tax implications. Consult with a legal professional or business advisor to determine the best structure for your specific circumstances.

Business Name:

Choose a compelling and memorable name for your plus size clothing business. Ensure that the name is not already in use by another company and check if it is available as a domain name for your website. Additionally, consider trademarking your business name to protect your brand identity.

Permits and Licenses:

Research and obtain any necessary permits and licenses required to operate a clothing business in your area. These may include general business licenses, sales tax permits, and any specific permits related to the fashion industry. Local government websites and small business resource centers can provide guidance on the permits you need to acquire.

Choosing a Business Name and Branding

Your business name and branding play a crucial role in attracting and connecting with your target audience. Here are some considerations when choosing a business name and developing your brand identity:

Reflect Your Values:

Choose a name that reflects the values and mission of your plus size clothing business. Consider how you want your brand to be perceived and the emotions you want to evoke in your customers. Your business name should resonate with your target audience and convey a sense of inclusivity, confidence, and empowerment.

Brand Story:

Craft a compelling brand story that communicates your unique journey, vision, and the purpose behind your plus size clothing business. Share your passion for providing stylish and inclusive fashion options, and how you aim to make a positive impact in the lives of plus size individuals. Your brand story will help create an emotional connection with your audience and differentiate your business from competitors.

Logo and Visual Identity:

Develop a visually appealing and cohesive brand identity through your logo, color palette, typography, and overall design aesthetic. Your logo should be instantly recognizable and reflect the essence of your brand. Consider working with a professional designer who understands your vision and can create a compelling visual identity that aligns with your brand story.

Determining Your Business Structure

Deciding on the structure of your plus size clothing business is a crucial step that will impact various aspects of your operations, legal obligations, and taxes. Consider the following options:

E-commerce Store:

Starting an online store allows you to reach a global audience and minimize the costs associated with a physical retail location. Choose an e-commerce platform that suits your needs and provides essential features such as secure payment gateways, inventory management, and shipping integration. Invest in a user-friendly and visually appealing website design that reflects your brand identity.

Physical Boutique:

If you prefer a brick-and-mortar presence, opening a physical boutique can provide a unique shopping experience for your customers. Consider factors such as location, foot traffic, and the demographics of the area. Create a welcoming and inclusive environment that celebrates diversity and offers a personalized shopping experience for plus size individuals. Pay attention to store layout, visual merchandising, and comfortable fitting rooms to enhance the customer experience.

Hybrid Approach:

You may also consider a combination of an e-commerce store and a physical boutique. This approach allows you to cater to both local customers and those who prefer online shopping. With a hybrid approach, you can provide an omnichannel experience, allowing customers to browse and purchase online while also offering the option for in-store visits and fittings.

Securing Funding for Your Business

Starting a plus size clothing business requires adequate funding to cover various expenses, such as inventory, marketing, website development, and operational costs. Here are some funding options to consider:

Personal Savings:

Using personal savings is a common method to fund a small business. Assess your financial situation and determine how much you are willing and able to invest in your plus size clothing venture.

Small Business Loans:

Explore loan options from banks or credit unions that offer small business loans. Prepare a comprehensive business plan, financial projections, and any other required documentation to increase your chances of securing a loan.


Consider seeking investments from individuals or venture capitalists who believe in your business concept and are willing to provide financial support in exchange for equity or a return on investment. Prepare a compelling pitch deck and business plan to present to potential investors.


Crowdfunding platforms, such as Kickstarter or Indiegogo, allow you to raise funds from a large number of people who believe in your business idea. Create a compelling campaign, offer enticing rewards, and leverage your network and social media to gain support.

Securing funding for your plus size clothing business may require a combination of these options. Carefully consider the pros and cons of each method and choose the one that aligns with your financial goals and business vision.

Setting Up an E-commerce Store or Physical Location

Once you have determined the structure of your business, it’s time to set up your online store or physical location. Here are some key considerations:

E-commerce Store:

  • Choose a reliable e-commerce platform that suits your needs and offers essential features such as secure payment gateways, inventory management, and customizable design templates.
  • Invest in professional product photography to showcase your plus size clothing in the best possible light.
  • Optimize your website for search engines to improve your online visibility and attract organic traffic.
  • Implement user-friendly navigation and filtering options to enhance the shopping experience for your customers.
  • Ensure that your website is mobile-responsive, as a significant portion of online shopping is done through mobile devices.

Physical Boutique:

  • Find a suitable commercial space that aligns with your target audience and budget. Consider factors such as foot traffic, accessibility, and parking.
  • Create an inviting and inclusive store layout that allows customers to easily navigate and browse your plus size clothing range.
  • Pay attention to visual merchandising by showcasing a diverse range of clothing styles, sizes, and body types.
  • Invest in comfortable fitting rooms that provide privacy and accommodate the needs of plus size individuals.
  • Train your staff to provide exceptional customer service and create a welcoming environment for all shoppers.

Setting up your online store or physical boutique is an important step in bringing your plus size clothing business to life. Ensure that your chosen platform or physical location aligns with your brand identity and provides a seamless shopping experience for your customers.

In the next section, we will explore the essential steps of sourcing suppliers for your plus size clothing business, ensuring that you offer quality and size-inclusive products that meet the needs of your target audience.

Sourcing and Inventory Management

Sourcing high-quality and size-inclusive clothing is crucial for the success of your plus size clothing business. Your customers depend on you to provide them with well-fitting, fashionable, and comfortable garments that make them feel confident and stylish. In this section, we will explore the key considerations when sourcing suppliers, managing inventory, and ensuring that your offerings meet the needs and expectations of your target audience.

Finding Suppliers for Plus Size Clothing

The first step in sourcing suppliers for your plus size clothing business is to identify reliable and reputable manufacturers, wholesalers, or independent designers who specialize in plus size fashion. Here are some strategies to consider:

Attend Trade Shows and Exhibitions:

Trade shows and exhibitions focused on fashion and apparel provide an excellent opportunity to connect with suppliers, see their product offerings firsthand, and establish relationships. Look for events that specifically cater to plus size fashion or general fashion trade shows where plus size clothing brands exhibit.

Online Supplier Directories and Marketplaces:

Utilize online supplier directories and marketplaces to discover a wide range of plus size clothing manufacturers and wholesalers. Websites like Alibaba, Oberlo, or Thomasnet allow you to search for suppliers by location, product category, and other criteria. Research each potential supplier thoroughly, read reviews, and request product samples to assess the quality and fit of their garments.

Collaborate with Independent Designers:

Consider partnering with independent designers who specialize in plus size fashion. These designers often have a unique perspective and provide niche offerings that cater to specific styles or body types. Collaborating with independent designers can give your plus size clothing business a distinctive edge and access to exclusive designs.

Understanding the Importance of Quality and Fit

Plus size individuals often face challenges when it comes to finding clothing that fits well and flatters their body shape. As a plus size clothing business, it is essential to prioritize both quality and fit to meet the expectations of your customers. Here’s why quality and fit are crucial:


Ensure that the clothing you offer is made from high-quality materials and manufactured with attention to detail. Plus size individuals deserve clothing that is durable, comfortable, and long-lasting. Focusing on quality will not only increase customer satisfaction but also build trust in your brand.


Fit is a critical aspect of plus size clothing that sets it apart from standard-sized options. Plus size individuals have unique proportions and body shapes that require specialized design and construction techniques. Collaborate with suppliers who understand the nuances of plus size fit and offer a range of sizes that cater to different body types. Consider offering detailed size charts and fit guides to assist customers in finding the right size.

Additionally, consider offering customization or alteration services to provide a more personalized fit. This could include options for hemming, adjusting sleeve lengths, or even offering made-to-measure garments for a truly customized experience.

Managing Inventory and Stock Control

Effective inventory management and stock control are essential for running a successful plus size clothing business. Balancing supply and demand is crucial to avoid overstocking or understocking, which can impact your profitability and customer satisfaction. Consider the following strategies for managing inventory:

Inventory Management Systems:

Implement inventory management systems or software that can help you track and organize your stock effectively. These systems can provide real-time data on inventory levels, sales performance, and reorder points. They also allow you to automate processes such as purchase orders and stock replenishment.

Demand Planning:

Analyze sales data, market trends, and customer feedback to forecast demand accurately. This will help you make informed decisions about how much stock to order and when to replenish. Consider seasonal variations and plan your inventory accordingly to meet customer demands during peak periods.

Supplier Relationships:

Establish strong relationships with your suppliers to ensure a reliable and consistent supply chain. Communicate regularly with your suppliers to keep them informed of your inventory needs and any changes in demand. Building strong supplier relationships can help you secure priority access to new products and negotiate favorable terms.

Customer Feedback and Analytics:

Listen to your customers and analyze their purchasing patterns to gain insights into their preferences and buying behavior. Use customer feedback, reviews, and surveys to understand which products are popular and which may need improvement. Analyze website analytics and sales data to identify trends and make data-driven decisions about your inventory management strategies.

Pricing Strategies and Profit Margins

Setting the right pricing strategies and profit margins is crucial for the financial success of your plus size clothing business. Consider the following factors when determining your pricing:

Production Costs:

Calculate the production costs of your garments, including materials, labor, and any additional expenses such as customization or alterations. Understanding your production costs will help you establish a baseline for pricing your products.

Competitor Analysis:

Research your competitors’ pricing to gain insights into the market landscape and customer expectations. Consider how your products compare in terms of quality, design, and fit. While you may not necessarily match the prices of your competitors, understanding their pricing strategies will help you position your brand and products effectively.

Value Perception:

Consider the value your products offer to customers. Factors such as size inclusivity, quality, fit, and unique design elements can contribute to the perceived value of your offerings. Highlight these aspects in your marketing efforts to justify premium pricing if applicable.

Profit Margins:

Determine your desired profit margins based on your financial goals and the overall market positioning of your brand. Take into account factors such as operational costs, marketing expenses, and future growth plans. Strive for a balance between profitability and competitiveness to ensure long-term sustainability.

Developing a comprehensive pricing strategy that considers these factors will help you establish a fair and competitive pricing structure for your plus size clothing business.

In the next section, we will explore the crucial aspects of marketing and growing your plus size clothing business. From developing a marketing strategy to building brand awareness and customer loyalty, these strategies will help you expand your reach and build a strong customer base.