By: Aimee Suelzle Stephen Young

 Americans are fat and getting fatterfat  23 million obese people in 1980  Currently more than 60 million obese and expecting another 28 million by 2013 “Fat Americans have become our fastest-growing consumer segment. To many, that’s an unpleasant surprise. To entrepreneurial mavericks, it’s a market of potentially immense proportions.”

1980 weight averages - adult male: 174 lbs typical woman: 145lbs Today – Nearly 1/3 of adult men and more than 1/3 of women are overweight; having a BMI (body mass index) of 30 or higher. Equivalents: 5’4” woman – 175 lbs 5’9” male – 205 lbs

 Weight limits on chairs, ladders, etc: products often break under weight  Seat widths in planes or chairs with arm rests are not wide enough  Clothing choices are limited  Not enough space in cars

 Some people feel that their weight is hereditary and they cannot do anything about it.  These people have given up on weight loss programs and diets.  As this market increases we will need to continue to serve them. Therefore we need to cater products to them!

 Ethically do not want to endorse the obesity epidemic  Realize that the overweight population is an important money making segment  Clothing retailers are the most responsive to the needs of the obese.

 Lane Bryant Lane Bryant ◦ The fashion leader in women’s plus-size clothing, sizes 14– 28. ◦ No longer frumpy, but stylish and trendy ◦ Focused towards older women  Baby Phat Baby Phat ◦ Targets the plus-size girl youth ◦ Higher end products  Casual Male XL ◦ Targets older men ◦ Offers clothing for the tall and overweight.  Dove Dove ◦ Offering advertisement campaigns that address the real curves ◦ Focusing on the “Real Beauty” of women

 Overweight consumers are stepping up and creating products that work for them ◦ Seatbelt extenders for airplanes Seatbelt ◦ Toilet seats that are stronger with more support Toilet ◦ Chairs with wider seats and no armrests ◦ Beds with more support and comfort

South West’s “Customers of Size” – Unable to lower armrests are asked to “proactively” purchase 2 seats – Will refund the second ticket if the plane is not full – Must bring own “refund advice slip” – Listens to the “minority” Alaskan Air – Offers seatbelt extensions – No regulation on the need to purchase the 2nd seat, but it is recommended Most airlines are caving to political correctness On average, plane seats are 19” across Is being overweight really raising gas prices?

Questions?

 Annual Editions: Marketing 08/09. John E. Richardson  Lane Bryant:  YouTube:  Southwest Airlines:  Seatbelt Extenders: its.com/extenders.htmhttp:// its.com/extenders.htm  Toilet seat support: seat-products.htmlhttp:// seat-products.html