Trendy Fashion For All!

“This month, Arcadia plans to unveil a collection that Beth Ditto (of the punk band Gossip) designed for Evans, the company’s plus-size division. Available in the United States on the Web, it highlights cutting-edge looks like a corset dress and a cropped biker jacket.

The collection is the latest in an outpouring of fashions aimed at trend-driven, round-figured teenagers and young women, a population that has long echoed Ms. Ditto’s complaint that it is ignored by most merchants and brands.

“Up to now it’s been difficult to provide adequate fashion content to a large-sized customer,” said Jeff Van Sinderen, a retail analyst at B. Riley, a research and investment firm. The woman of size, as she is euphemistically known, “still wants to wear the same clothes as her slimmer counterparts,” he added.

Other stores and designers have picked up the message. Forever 21, a purveyor of cheap chic, introduced its plus-size line, Faith 21, this spring. Target recently began offering Pure Energy, exuberantly patterned dresses and tops for young women. Those follow hip niche labels like Karen Kane and Kiyonna, which are sold at boutiques.

All the lines see potential profit in offering stylish alternatives to the ubiquitous track suit. From a business perspective, that makes sense: the customer base is increasing, as health authorities have long pointed out. Some 17 percent of teenagers are overweight, according to the surgeon general’s office, more than three times the rate of a generation ago.

The market for youth-oriented plus sizes (usually 14 to 24) showed strong growth a couple of years ago, several years after the fast-fashion chain H&M entered the business. (H&M has since dropped its plus-size line, for reasons it would not disclose.)

Last year, sales of plus sizes to girls and young women ages 13 to 34 reached $5.8 billion, according to the NPD Group, a market research firm.

With consumer spending falling everywhere, that momentum has been lost: Sales declined 15.3 percent for plus-size shoppers 13 to 17 and 10.1 percent for those 18 to 34 in April and May, compared with the period a year ago, NPD says.

Plus-size lines aimed at older women have also suffered; chains including Ann Taylor and Old Navy have removed larger sizes from stores (they still sell them online).

Despite the slump, some see the market inevitably returning to strength. “The fact that more businesses are getting into this market is a clear indication that the recent lack of growth has been more about the economy than about a lack of interest,” said Marshal Cohen, an NPD analyst.” (New York Times 6/18)