The thematic behind Plus-Size shopping — not the one we were expecting
When we grab our thematic lens, the only thing better than a clear thematic tailwind driving the business model of a stock — and in turn the stock price — is two themes pushing the business to higher levels.
This Pulse story on LinkedIn focuses on the realities of Plus-size clothing for women and the lack of options in bricks and mortar stores — part of our Fattening of the Population thematic. Of course, further down the story was the mention of the reliance on online channels for this demographic to find options, and “ding, ding, ding” we have our second thematic — Connected Society.
Here is another article from 2015 discussing the same issue: http://www.businessinsider.com/retailers-arent-selling-to-plus-size-women-2015-7
Because plus size women depend on online channels, major retailers that sell to plus women need to put more emphasis on creating a personalized eCommerce experience. This means building an online shopping experience that makes plus size women feel safe, attended to, and celebrated.
Source: When Plus Size Brands Betray Plus Size Women | Juliet Carnoy | Pulse | LinkedIn
