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What Started it All... http://www.bloomberg.com/news/videos/b/0132a382-cee3-41db-88af- fa2ed73f1762 Lululemon, Abercrombie, and American Apparel only sell clothes up to a size 12. Many places only sell those sizes on the floor and store bigger sizes in the back! Stores like this are EVERYWHERE and if you’re small, you don’t notice! (http://www.huffingtonpost.com/2013/06/21/plus-size-clothing- online_n_3479724.html)

Statistics Average American woman wears a size 12 = 67% of the population In most stores sizes run up to a 12 Plus size market is at $18 billion, Out of a total $108 Billion http://www.businessinsider.com/why-isnt-plus-size-bigger-2012-12

Statistics Gen Y = Ages 15 - 35 Gen X = Ages 36 - 55 Boomers = Ages 56 – 69 http://www.businessinsider.com/why-isnt-plus-size-bigger-2012-12

stores that carry Lane Bryant/ Avenue Ross/ TJ Maxx/ Marshalls Torrid Macys Modcloth H&M Old Navy Simply Be ASOS Forever 21 Charlotte Russe

The “Look” Cons Generally (formerly) less fashionable due to increased cost Less money spent on detail Many designers have little knowledge on the female form. Designers are less likely to design clothes for a woman who doesn’t even feel comfortable buying her size in-store http://www.dailymail.co.uk/femail/article-2814530/Plus-size-pioneer-Evans-calls- students-design-latest-range-fuller-figured-women-change-way-generation-view- it.html http://www.huffingtonpost.com/2013/08/23/tim-gunn-size_n_3799450.html Pros Online retail tends to offer a better, more stylish selection than in-store offerings. Full Figured Fashion Week, etc. Plus-size retailers collaborating with well- known designers More retailers expanding to include plus- size. http://www.newyorker.com/magazine/2014/09/22/bigger-better

#DropThePlus #Droptheplus wants to eliminate the “plus” and “plus size” terms in the fashion industry. Eliminate the embarrassment of separate sections in the store. Use models of all sizes, uncategorized. Help create a healthier body image for consumers, and have a more accepting idea of what is deemed “normal”. Source: Droptheplus.org

References http://www.dailymail.co.uk/femail/article-2814530/Plus-size-pioneer-Evans- calls-students-design-latest-range-fuller-figured-women-change-way- generation-view-it.html http://www.huffingtonpost.com/2013/08/23/tim-gunn- size_n_3799450.html http://www.newyorker.com/magazine/2014/09/22/bigger-better http://www.businessinsider.com/why-isnt-plus-size-bigger-2012-12