With recent studies proving that more curve stores are popping up overseas than here in the U.S., and Bloomberg’s recent report on why the clothing industry isn’t catering to curvy women, there’s been lots of talk about what changes could actually make a difference. While social media has helped women from all over the world voice their opinions to retailers, ultimately it’s up to each company to take responsibility for their actions and vow to make inclusivity a priority.
The NPD has reported multiple times that the curve market has reached a value of roughly $20 billion. You would think retailers would be jumping to be getting a piece of the pie, but that just hasn’t been the case. However, even though people may not want to acknowledge that they need to get on board, the increase in demand is something retailers can no longer ignore. And, because buyers are the ones directly stocking up the stores with what they think their clientele needs and wants, they should be targeted for the times when you walk into a store and go the curve section only to find cobwebs, dim lights and caftans.
In an interview with AJC, NPD Group’s Chief Industry Analyst Marshal Cohen stated, “The thought process of doing everything separate is wrong. You have to recognize that there are a lot of people who combine a plus-size with a regular-size and that’s the key to understanding the difference in what’s going on today.” The day that buyers stop thinking that curvy women are a completely separate species, is the day that things will start to change.
Long gone are the days when women sat idly by and accepted what the industry chose to give them. Stores like Torrid, which is currently the fastest-growing American curve brand with over 179 stores, are keeping up with curvy women’s wants and needs, and that’s the way it should be.