The plus-size men’s market boom

The plus-size men’s market is expanding and its estimated market value is around US $1 billion, according to a new research from apparel fit expert, Alvanon. XL used to be a 46-inch waist; retailers are now making clothes up to 8XL (76” waist). The ‘plus-sized’ male model market is growing as consumers and brands demand more representative body types.

Big does not necessarily mean tall; sizing according to shape is a key issue and has been missed by many fashion retailers and brands. There is no body shape data in the world that confirms a correlation with size and height, according to research.

The men’s body-positivity movement runs significantly behind the women’s, which has seen the likes of Ashley Graham, Tess Holliday, and Nadia Aboulhosn leading the charge on catwalks, magazine covers, and online. Sportsmen like Olympian Usain Bolt, NBA Basketball player LeBron James, American football quarterback Tom Brady, offer brands a ‘healthy’ example of plus-sized.

The percentage of overweight or obese American men has risen steadily to over 70 per cent, making it an expanding and highly lucrative market sector. The average American male waist and chest now stands at 39” and 42” respectively, says the research.

Larger men are tired of accepting ‘just’ clothing and now want ‘fashion’. Brands like ASOS, Target, Old Navy, and Levi’s are among the few trying to woo shoppers with their extended menswear ranges up to 6XL. So, “to succeed in plus-size menswear, it’s imperative that brands and retailers embrace the customer”, the report states.
“Retailers have not been able to tap the potential of the men’s plus-size market to the fullest,” explains Alice Rodrigues, senior consultant at Alvanon. According to her, the key is to offer plus-size consumers exactly what is available to everyone else, but cut so that it caters to their body.

To put a fresh take on the world of plus-size men’s, Alvanon has worked with Brooklyn-based artist Leland Foster on a series of illustrations, re-imagining plus-size Santa for 2017.