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Plus Size Sock – Breaking Into The Marketplace |
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September 28, 2003 By: Rony Swede Plus Size Sock – Breaking Into The Marketplace
Plus-size women, once relegated to wearing frumpy fashions and hosiery that pinches, rolls and tugs, have become a major force in the marketplace -one that is commanding the attention of apparel and legwear manufacturers. No longer will larger women settle for big and baggy. They want big and beautiful. With 49 percent of American women wearing size 14 and larger, they are a marketing force to be reckoned with -- the fastest growing segment of the apparel industry. I think that this customer is lacking innovation and fashion and color and she wants it. She needs to look good and feel sexy," says Jody Eskenazi of HUE Legwear. Kayser-Roth Corporation's market research showed these women have so long been ignored by retailers and manufacturers, and they want more fashion options and quality, says Karen Howland, Kayser-Roth's director of New Product Development. When we talked to women, they said 'I just want what average size women have. They know what they want, and they are willing and able to pay for it. Total retail sales for plus-size items in the year 2000 was about $32 billion. Clothing for fuller-figured women now accounts for 27 percent of the apparel market, according to NPD Shoppers Panel data. That market grew 11.3 percent between 1999 and 2000 and has seen a 27 percent jump since 1992. Manufacturers and retailers are jumping on the bandwagon with advertising that features the fuller-figured woman as beautiful and sexy. There has been a sudden realization that the average woman is size 14, and that while other apparel categories are shrinking, this one is growing, says Tia Tate, Senior Director Corporate Image Services for Americal Corporation. All the sudden, lingerie, apparel designers who have never had plus-size lines are deciding to target this market. Adds Karen Howland of Kayser-Roth Corporation: It's almost like a revolution, Women want to look good. They are proud of their size, and they have a desire for fashion and are willing to pay for it. Legwear Manufacturers Seize The Moment It is a revolution that hosiery manufacturers are jumping into with both feet. And with good reason: In the year 2000, 54 percent of American women were wearing queen size hosiery versus 51 percent in 1998, according Eskenazi. Kayser-Roth Corporation recently introduced a brand-new program: No-Nonsense Woman comes in three sizes that fit women weighing up to 300 pounds. Spandex and nylon are used in the leg. There are four styles: Sheer and Strong features a 20 denier leg which is sheer and durable and is available in control top, knee high and thigh high; Very Sheer, a 15 denier product, has a spandex and nylon leg with a sheer hand for the consumer who wants a dressier sheer, says Howland. The Firming Shaper is a shaping product designed specifically for the plus-size figure. It features a shaping panty with a 20-denier leg. Sheer Support features a 40-denier leg. We heard from the consumer that she wanted something that spoke specifically to her. Woman' seems to be a nomenclature for that size so we wanted to create an image with the package that was modern and appealing. Vassarette Hosiery has come out with a program of its sexy hosiery made especially for plus-size women. Americal Corporation which holds the license for Vassarette Hosiery says Vassarette® WOMAN is aimed at meeting the specific needs of the plus-size market with feminine, sexy products at affordable prices and beautiful fuller figure women featured on the package. Fuller figure women are comfortable with, and proud of, their bodies and want items that are special, sexy and feminine, says company literature. The seven styles include a high cut panty, control top, a shaper panty, a sheer-to-waist panty, a silky toner with sheer-to-waist panty, a nylon leg garter stocking and a nylon leg with control top and a silky knee high. LYCRA Soft ™ provides the perfect benefits for a fuller figure hosiery program, stretching wider and recovering completely, allowing women an easier way to put o pantyhose and more comfort while wearing them says Americal Director of Program Marketing Eric Hurd. HUE legwear offers a five-size program in basic tights as well as two sizes in a selection of knee high styles. The tight program covers women from 4'11" to 5'6", weighing 100-150 lbs. and extends to cover women from 5'2" to 6' weighing 255 to 300 lbs. The brand is looking at more products to further focus on that market, according to Eskenazi, who said it was too early to discuss those plans. There also is a need among plus-size women for socks that fit well. Gold Toe Women's fills that need with socks ranging in sizes 10-12 which fit shoe sizes 8-13. We see this consumer primarily as a woman with a larger foot and shoe size, but we also build in to the product extended cross stretch and length, explains Theresa Shafer, Gold Toe Women's Product Manager. The product line consists of anklets, turn cuffs, knee-highs, sport liners, quarter socks and crew socks in fashion colors. Also see; knee high socks.About
The Author:
Rony Swede is a successful author and regular contributor to http://www.socks-n-socks.com.
Having indulged in countless sporting activites over the years, Rony is a self-appointed expert on socks and enjoys sharing his insights with consumers. |
 Girl's Novelty Sock – Elegant Beaded Socks |
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