 60 million Americans considered obese  Additional 28 million by 2013  Most rapidly rising among urbanites

 30% bigger than king size

 Up until 1980’s body sizes remained relatively stable  1980 average weight: › Male: 174 lbs › Female: 145 lbs  2006 average weight: › Male: 205 lbs › Female: 175 lbs  30% rule

 Limited selection other than Lane Bryant  Fastest growing segment in clothing industry  Less price sensitive  Trend gave rise to niche player: › Torrid (division of Hot Topic) › Target women in their 20’s

 Southwest Airlines › 30 year old policy  Plus size market vacation resorts › Freedom Paradise: Cancun, Mexico  Size acceptance night clubs › Avg. person weighing 250 lbs+ › 300+ people per weekend

 Companies accommodating larger framed society  Big John Toilet Seat › Demand doubled in six months  Nemschoff healthcare equipment › Difficulties in marketing to obese