“Plus size” is a good niche for your brand in China

Expanding into the “plus size” fashion segment can be a strategic move for your brand in China, given the evolving trends and increasing demand for inclusivity in fashion.

Here’s an explanation done by local experts of why this could be a lucrative niche:

Explanation

• Changing Perceptions: Younger generations in China are pushing back against traditional beauty standards. There is a growing acceptance of different body shapes and sizes, driven by global influences and social media campaigns promoting body positivity.
• Market Potential: The plus-size market in China is relatively untapped and growing. Research indicates that the demand for plus-size clothing is increasing as consumers seek stylish and well-fitting options that are often scarce in current retail offerings.
• Consumer Advocacy: Plus-size consumers in China are becoming more vocal about their needs and preferences. Social media platforms, like Weibo and Little Red Book, see regular discussions and advocacy for more inclusive fashion choices, indicating a ready market.

Trends

• Influencer Impact: Plus-size influencers are gaining popularity on platforms like Douyin and WeChat, where they share fashion advice, styling tips, and promote body positivity. These influencers are pivotal in shaping consumer attitudes and can be valuable partners for brand endorsements.
• Fashion Shows and Events: There is a rising trend of inclusive fashion shows within China that feature plus-size models. These events are gaining media attention and helping to normalize plus-size fashion in the mainstream market.
• E-commerce Growth: Online retailers are increasingly including plus-size options, with some launching exclusive plus-size lines. The success of these ventures indicates a robust online market eager for more choices.

“Plus size” is not just a niche but a significant and underserved market in China’s fashion industry. By embracing this segment, your brand can lead in championing inclusivity, meeting growing consumer demands, and distinguishing itself in a competitive market. This approach not only aligns with global trends towards body positivity and inclusivity but also opens up a substantial new consumer base.

At begin, I would like to give some statistic to show how a huge

• How many  plus size people in China ?

opportunity for a fashion brand and great chance to develop it’s marketing strategy and set their brand personality different  than others.  According to China Real Time, Recently China has become the second largest country of having overweight people.It has 300 million of people overweight and nearly 28% of Chinese adult are overweight. every one out of at least six is over weighting among 1.3 billion Chinese.

it is not fair to people who have large physical size having less fashion choices for them. They have been judged by group of people around and discriminated even humiliated by others.

In recent years, the Chinese fashion industry has predominantly focused on standard sizes, often overlooking the plus-size segment. However, with changing demographics and growing health awareness, there’s a significant shift towards embracing body diversity.

This shift presents a valuable opportunity for brands willing to cater to a broader range of body types.

• Few  companies would like to invest business in Plus size fashion market

Some of the top brands have also refused to sell and design plus size garments to overweight people. For example Abercrombie & Fitch CEO Mike Jefferis refuses to sell product above size XL to women in 2013 who has been criticized by the public.

However, A&F still insists the idea of preferring beautiful and thin people visiting their store.   Even the Maestro of fashion Karl Lagerfeld  was also rejected many times to design clothes for overweight celebrities at his time.  .

Be different 

Most of fashion might say we want not just that group of people , and we want everyone likes it and want to be the most famous fashion brand of the country. However, have you ever thought that you actually have a competitive advantages of the brand ?

Now most of brand they might have some extra large size of clothes for plug size men and women，but did you really gain the favor from your customer? Or did you gain the most of normal and slim physical size of your  customer in fashion market of the country ? I doubt that, Nowadays whole bunch of western fashion brands have entered to China and most of them are with the similar marketing strategies.  customer can easily switch to another brand if they saw a similar design of garments.

So really think about how can you make a difference of your brand and go with another marketing approach make a difference !  So I suggest the plugs size fashion market has a great opportunity for your fashion business.

However, nothing can stop overweight people to go with fashion. They know how to dress well and dress fashionable. And what  they need is having more options of fashion garments. We have benefit a lot from the social media and E-commerce over the few years. People discuss any fashion brands on the social media platform.However, we it comes to the plus size fashion market, we can barely see few of articles talking about plus size fashion market in China  and there is no any brands are focusing on this plus size fashion market segmentation.

• ELOQUII started it’s plus size fashion market strategies in social media platform and it’s marketing solutions  achieved  great success

Let’s take a look how American Plus size fashion brand ELOQUII made it’s success in American which has the most of overweight people in the world.

Firstly, listen to customer s to get know what they want instead of spreading out of tons of plus size garments to let them to choose what they can choose as other brands do.

Secondly, social media strategy which allow customers to discuss how one piece of garment can fit in different plus size physical bodies. This strategy allows company to design the best of plus size fashion clothes to suit in the plus size women.

Except social media, the campaign has also promote it’s garments on television show to win as much as  potential customer’s trust as they can!

 

In addition, The KOL make influences on social media presence, such as Facebook and Instagram are the keys for an e-commerce business. There are many plus size bloggers that always showing their idea of plus size fashion garments and trend on  their blog sites

 

In China, there are few bloggers have been started writing fashion and trend for plus size men and women. However, the plus size fashion market hasn’t been development with huge potential in the market.  I believe with great marketing plan and social media strategy, for any  fashion brands want to achieve their successful fashion business in China is possible.

 

Douyin, your best friend to target Right Size Plus consumers

Douyin, with its vast reach and dynamic content capabilities, provides an excellent platform for targeting the plus-size audience in China.

How to effectively engage with this specific using Douyin feed:

KOL (Key Opinion Leader) 

• Collaborate with Plus-Size Influencers: Partner with popular plus-size KOLs who resonate with the community. These influencers can authentically showcase your brand’s clothing, providing styling tips and demonstrating the fit and versatility of your apparel.
• Influencer-Curated Collections: Launch special collections curated by these KOLs, which can help build trust and appeal directly to the plus-size audience.

Tailored Video Content

• “Body-Positive”: Create content that celebrates body diversity and promotes body positivity. This resonates well with the audience and aligns with contemporary values.
• Behind-the-Scenes Clips: Share videos showing the design process, highlighting how your clothes are specifically created to flatter and comfort various body types, showcasing your brand’s commitment to inclusivity.

Customized Advertisements

• Targeted Ads: Use Douyin’s advanced targeting tools to direct your ads to users interested in plus-size fashion. This can be based on their past viewing habits, likes, and follows.
• Seasonal Campaigns: Develop ad campaigns around key shopping periods like Chinese New Year or Singles’ Day, featuring special offers for the plus-size community.

Clothing Adaptation and Offerings

• Wide Range of Styles: Ensure your collection includes a variety of styles that cater to different tastes within the plus-size community, from trendy to classic pieces.
• Size and Fit Details: Provide clear, detailed information on sizing and fit in your video content, which is critical for online clothing shoppers concerned about finding the right fit.

Special Deals and Promotions

• Exclusive Discounts: Offer special discounts for your Douyin followers. Limited-time offers promoted through KOLs can drive quick sales and increase followers.
• Engagement-Driven Contests: Host contests and giveaways that encourage users to share their own styles using your clothing, promoting engagement and spreading awareness organically.

By leveraging Douyin’s robust platform capabilities, aligning with the right KOLs, and delivering tailored content and promotions, you can effectively reach and engage with the plus-size audience in China. This strategy not only boosts visibility and sales but also supports a more inclusive fashion landscape.

 

Do you need a local partner ? 

Probably Yes 😉 

Engaging an agency to develop your plus-size collection in China can be crucial for effectively tapping into this burgeoning market. Here are five compelling reasons:

• Cultural Insight: Agencies offer valuable insights into local fashion tastes and consumer behavior, ensuring your collection resonates with Chinese consumers.

• Market Navigation: They have expertise in navigating China’s complex market landscape, including regulations and consumer trends, smoothing your entry and expansion efforts.

• Localized Marketing: Agencies can craft and execute targeted marketing strategies that speak directly to the plus-size demographic, maximizing your brand’s impact.

• Network Leverage: Utilize their established relationships with platforms, KOLs, and media to enhance your brand visibility and credibility quickly.

• Operational Efficiency: Agencies handle the logistics of marketing and distribution, allowing you to focus on product development and quality, ensuring a successful launch and sustained growth.