Size-inclusive brands targeting all women gain in popularity

Not all women are the same size, morphology or shape. However, only a relatively small number of brands offer collections in sizes that are suitable for all. The fashion search engine Stylight has been following inclusive brands that have gained in popularity in recent months. A case in point is Savage x Fenty by Rihanna, which has become well-established in just three years.

With the Savage x Fenty brand, singer Rihanna aims to offer affordably priced quality lingerie to all women, irrespective of their ages and sizes. According to the recent figures reported by Stylight, the venture is a runaway success. The search engine noted a huge jump in the number of clicks for the brand, which were up by  1,126% in May 2020 when compared to the previous month. Not only has Rihanna organized grandiose shows with women of all backgrounds, and of all ages, shapes and sizes, but she has also revolutionized the lingerie market.

Less well-known to the general public, the green size-inclusive brand Felina, which appears to be rapidly gaining in popularity, is also one to watch. The number of clicks on products by the label was up by 986% in May 2020 when compared to the same month a year earlier.

Similar increases have been reported for swimwear brands offering a wide choice of sizes, which are also enjoying support from a fast-growing community. This is notably the case with the Reina Olga brand (with a 489% increase in clicks when compared to May 2019) and Frankies Bikinis (up by 657%).

More recently, activewear brands have also branched out into the inclusive market with products for all shapes and sizes, and not just the athletically built. For example, the Prana label has seen an 8,179% percent increase in clicks on its products in May when compared to the same period a year earlier.

To provide these figures, Stylight compared purchasing behavior data for its 12 million users in May 2020 with three other months: May 2019, January 2020 and April 2020.