Marketing for Plus Size


Marketing for Plus Size
Marketing for Plus Size

While we’re looking at increasing #inclusivity & #diversity, there’s a segment in India that was neglected for a long time – #PlusSizeFashion. Today, even major #brands like Adidas & Target are waking up to the potential of body+ve, extended apparel sizing.

Body-positivity in sportswear
Body-positivity in sportswear

The Indian plus-size market consists of 12% of overall fashion market - worth over Rs.11,000 Cr & expected to grow 25% p.a, boosted by etailers like Revolution Plus Size & ASoS Curve.


Avg global BMI has increased by 3 points since 1975, doubling obesity rates & leading to over 46 Mn #customers looking for sizes 2XL-9XL in India alone.


This is why#marketing to this segment is tricky – a fine balance is to be achieved between sensitivity to user’s emotions & practical approach to sale.

Plus size models in the mainstream
Plus size models in the mainstream

aLL, a pioneer in Indian ‘plus-size’ #retail, has come up with interesting campaigns to reach this TG.

Using the right influencers
Using the right influencers
TVCs creating positive impact
TVCs creating positive impact

Their first TVC ‘What’s your Plus Point’ focused on the various ‘+ve points’ of being plus-sized & #IamBetterCurvy uses influencers to discourage body-shaming.



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