Forgotten Potential Market! Big Code Costumes To High-End

When the country is still the same tall and thin model, it has long been popular in foreign countries, just like the Kardashian family in the United States. In recent days, Victoria has signed an unprecedented model, Ali Tate-Cutler from Britain. Her figure is the code 14 of the United States. This also marks the entry into the American women and high-end fashion industry. 14 yards, which represent the average size of American women, and the popularity of big yards, are also starting to blow up the big clothing industry.

　 11Honor New York, an online retailer on the stage of fashion week.

Last Wednesday, 11Honor e, an online retailer specializing in providing luxurious clothing for women, announced the latest financing of $10 million, of which Nordstrom has joined the ranks of investment. The company said the fund will further increase its personal modeling services, develop the clothing brand's inclusive size, and manage more brands.

Before that, luxury clothing and personal styling service companies focused the target market on a narrow range of sizes, from S to XL, thus ignoring the lucrative niche market -- big size clothing. The retailer, 11Honor, launched in August 2017. Its goal is to integrate high-end designers with the same size fashion and create bright results in just two years. This year, it was officially unveiled in New York fashion week.

For many years, in the clothing industry, people pay little attention to women of different shapes, especially in the high-end and luxury sectors. 11Honor is winning in the field of design and manufacturing. 11Honor Standard, like Universal Standard, helps to fill the gap by collaborate with designers and factories to ensure that patterns, structures and structures are appropriate.

Another key business of the company is its styling service. "We work closely with diversified women groups including CEO, VIP and its stylists, doctors, artists and C top 500 fortune managers." Dana Settle, founding partner of Greycroft, said this is the focus of business expansion.

This is also in line with Nordstrom's strategy. According to Nordstrom, the retailer will continue to increase its choice of clothing including size. In October 2017, Nordstrom launched an inclusive program and expanded more than 100 brands in more than 30 stores and online stores in less than two years.

Next, 11Honor will also launch its own brand next year. After that, the retailer will start its own stores in the first three markets of New York, Losangeles and Chicago.

11Honor E has changed the pattern of women's clothing that high-end designers offer in full size, and large size clothing has begun to be replaced by inclusive size.

　　 Why fashion designers are keen on Big Size Costume Design

Inclusive size, which is a retail desert ignored by the main market. According to NPD Group's consumer tracking service, the proportion of young people buying large and medium code in the United States dropped from 81% in 2012 to 73% in 2015, while the percentage of teenagers buying large size clothing rose to 34% from 19% in 2012. Therefore, more and more women can only buy handbags and shoes because they can not buy the right fashion, because they are easier to buy.

Nowadays, the high-end clothing industry, which once rejected these women, has begun to appear more and more. For example, the Dvf Diane brand von freddin's logo skirt is now available for large selection. Once launched, the Internet was almost sold out within two weeks of the launch, which is also one of the largest orders to date.

Dvf is not the only luxury brand to increase consumer awareness of big codes. This year, Italy luxury brand Dolce & Gabbana announced that it will expand its scale to join the growing fashion designers companies, such as Tanya Taylor, Veronica Beard, Jason Wu, Christian Siriano and Adam Lippes, which offer all sizes of fashion.

At the same time, retailers are also unwilling to join in, including Saks Fifth Avenue and 11Honor's Nordstrom, which have increased the sales of large size products.

When finding the right clothes, the figure is not a problem, but the fashion industry is the problem.

"Regardless of the size of clothing or the color of underwear and beauty, the inclusiveness in the retail sector has been greatly promoted," said Kayla Marci, a Edited market analyst. "Clothing is an integral part of everyday life, and all consumers want to be included. In recent years, the demand for inclusive scale has increased and will continue to grow. "

"There's a lot of depressed demand," says Driscoll of Coresight. "Many big ladies lack fashion choices. With the increase in the number of retailers and brands, the growth rate of the market may be 3% faster than we expected.

It is reported that 11Honor sales increased by 100% over the previous quarter, and this year is expected to have a similar trend. Among them, the best seller in size is 18, followed by 16 yards and 20 yards. The best selling products include Mara Hoffman cotton dress, Adam Lippes printed crepe pants and Christian Siriano shoulder tassel dress.

However, inclusive dimensions also pose great challenges to design. 11Honor's CEOHerning puts forward: "what these designers want is the integrity and integrity of these extended sizes and straightedge garments, and they have always extended the size from 0 to 10. Now it is easy to imagine that the requirement is doubled."

Taylor (Taylor) is considered to be a pioneer in the field of big code fashion. In 2012, she founded a clothing company. After two years' cooperation with Saturday Night Live actress Aidy Bryant, she expanded her clothing series. "We hired a new technical team, they know how to adapt to a larger size, and hired an extra matching model to double our accessories so that they can accommodate size 4 and 18."

Over the past two years, the brand is still facing greater and greater pain. "As a brand that relies heavily on our wholesale partners, we have no capability to produce every style in the full scale, because most of our partners do not exceed 14 sizes. Without their support, we will not be able to meet the minimum production requirements." Taylor said.

But in the past two years, sales have been very impressive, far exceeding expectations. "E-commerce business has increased by 231% this year, of which 30% of the total sales volume is large."

Big size clothing is no longer a niche market, and cross border electricity providers should dig more business opportunities from it. They need to reverse their views on big size costumes so as to provide overseas consumers with more diverse and fashionable choices.