Did you know that over 68% of women worldwide fall into the “plus-size” category? And yet, a majority of the world’s most prominent fashion brands and retailers have failed to integrate the growing demand for plus size clothing and apparel. It seems mind-boggling that retailers are willing to segment ¾ of potential customers into the background of their manufacturing and marketing strategies.
Pamela Shainhouse, founder and president of
The Shainhouse Group, has made it her life’s mission to educate retailers and help change the narrative surrounding plus size women in fashion. Following the tragic loss of her young daughter, Pamela created her own plus-size fashion line. She set out to bring the same luxury, quality, and dignity afforded to mainstream lines into plus-size clothing. Using her powerful personal experiences, along with years of market research, she has become the foremost expert in plus size fashion. Here is her story...
In part one of this Feature, Pamela talks about: Why she decided to create her own plus-size fashion line, How she developed the expertise to service the many different customers outside the mainstream fashion population, How 68.9% of women worldwide are a size 14 and up, Why many women feel frustrated with the segmented marketing geared toward “plus-size”, Which brands she sees as bringing inclusivity to the forefront, How the teen “plus-size” market has doubled in the last five years, and the changing mindset of millennials and gen Z that is affecting the market, Her predictions for market changes following the pandemic including the fall of “fast fashion”, How many brands are helping to evolve marketing strategies to serve changing attitudes and promoting inclusivity for all consumers, Why it’s important for fashion brands to integrate models of all sizes, shapes, and ages, and more.
