You can't shop with us: how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections

Abstract

Purpose

Plus-size women represent a large consumer segment that has grown in popularity with the fashion industry, retailers and advertisers. Despite advancements in clothing availability for plus-sized women, the shopping experience for these women (compared with that of straight-size women) often still falls short. The current experience leaves plus-sized women feel like a second-class, minority group despite the fact that the majority of women in USA are considered plus-size. The purpose of this study was to assess how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections in their site navigation.

Design/methodology/approach

This study assessed the websites of N = 68 popular plus- and straight-sized US-based, value- and mid-market retailers to evaluate the placement of, and options available in, their plus-sized clothing sections.

Findings

Findings revealed that the majority of retailers completely separated out the plus-sized section from the straight-sized section and that the language used to describe plus-size clothing was body-focused (versus clothing-focused for straight-size clothing sections). Theoretical and practical implications for marketers, advertisers and retailers are discussed.

Originality/value

This is the first study to assess the separation of plus- and straight-sized clothing sections in online retail spaces. As brands begin to consider combining plus- and straight-sized clothing sections (see Old Navy), it is important to assess how wide-spread the separation of sections currently is in online retail environments.

Citation

Shelton, S.S., Bradshaw, A.S., Cretul, M. and Treise, D. (2023), "You can't shop with us: how US-based, value- and mid-market online clothing retailers position their plus-size female clothing sections", Journal of Fashion Marketing and Management, Vol. 27 No. 6, pp. 1009-1026. https://doi.org/10.1108/JFMM-11-2021-0304