Have you ever asked yourself, how is it that we live in the 21st century but still apply traditions from decades ago toward size and fashion? I have thought about that question often and is part of the inspiration behind Full Figure Plus. Would it not be great to walk into a store knowing the buyers and advertisers were speaking directly to you and your fashion needs?
First let us look at the term plus-size. Plus-Size is associated with women with little association of age, marital status or education level. It is a marketing term to target a specific group, larger women, under specific circumstances. If there were more marketers like me who look to speak to bread and butter customers looking for quality items of clothing at a reasonable price then there would be no need for size acceptance groups.
Another area in which we are falling short is in the area of size and how it is viewed.
The message may be packaged different but it is still the same, if you are obese you are risking, insert positive activities of fat community, the chance of dying because by the way you are obese.
If marketers would just do their job and report things the way they actually are instead of throwing up so many smoke and mirror tricks that it amounts almost too high level espionage the plus community would fade away and we all would be one community shopping for clothes.
“Modern women are taller, with bigger frames, larger hips and breasts. There’s nothing wrong with being a size 14, it’s just the way most women are” (Mullins, 2000).
By understanding who they are dealing with not only will designers sell more product but they will know what will and won’t work regardless of the demographic because a broad net would be cast to handle ladies regardless of their height and weight.
