I love to visit clothing stores and shop, not only for myself but also for my loved ones. And on my many shopping trips, I often notice that when people ask for plus-size clothing, they are told, and not too nicely, that the dress is not available in that size.
I find this very disturbing – the fact that my larger friends do not have the option to wear the clothes of their choice, and are not able to decide their own style. I asked around to find out what many full-frame people think is the reason behind their lack of representation at clothing stores, and most of them answered - "those clothes are not for us”. Many of them felt neglected and excluded from the fashion market, which is even more frustrating when you realise that there is clearly a demand in the market.
As an undergraduate business student at the American International University- Bangladesh, I was assigned to develop a new business plan in the entrepreneurship development course. The business plan was aimed at developing something that is absent in the country. My immediate thought was, why not do something for full-figured people? Why not have a clothing line dedicated only for people with this particular demand?
It is, of course, possible to custom tailor clothes, but that still does not address the problem of a lack of ready made clothing. Despite the demand, the problem is that designers or the fashion houses do not feel the need to make clothes for larger sizes.
During the course of developing the business plan, I decided to also use larger models for the photo shoots. The target is a niche market and the focus is naturally quite narrowed down.
Developing a business idea requires a proper study of the market. The name of the brand should be simple and relevant. The logo should represent the product and the product itself should reflect the value for customers. In the present day of virtual connectivity, the most effective way to reach a target audience is through Internet and social media.
I believe, this little initiative will fulfill a present demand effectively and help people to improve their closet and their lifestyle, and most importantly, it will help people of all sizes to feel better about having a niche market that caters specifically to them.