Data vs. Narrative: The Plus-Size Market Is Growing (And Smart Brands Know It)

There's a dangerous narrative circulating in the fashion industry right now, and it goes something like this: with the rise of GLP-1 weight loss medications, the plus-size market is shrinking. Companies are reportedly pulling back on inclusive sizing investments, believing that their customer base is literally disappearing.

But here's the thing about narratives: they're often disconnected from reality. And when billion-dollar business decisions are made based on assumptions rather than data, everyone loses.

The Billion-Dollar Vote of Confidence

Last month, two major players in inclusive fashion made a move that speaks volumes: Destination XL Group (DXL) and FullBeauty Brands announced their merger, creating a combined retailer with approximately $1.2 billion in annual sales. This isn't a quiet retreat from the market. This is a full-throated commitment to it.

The new entity will offer everything from value to premium inclusive sizing apparel across multiple lifestyles and occasions. Jim Fogarty, who will lead the combined company as CEO, put it clearly: "By uniting DXL and FullBeauty we are creating a leader in a fragmented market that will define the next decade of inclusive fashion."

That's not the language of a dying market. That's the language of opportunity.

What the Data Actually Says

Let's talk facts. The data consistently shows that the plus-size market continues to grow year over year. Even with GLP-1 adoption, the majority of the US population still falls into plus-size or big and tall categories. This isn't speculation. This is measurable, trackable consumer data.

As Fogarty emphasized, the merger will combine data science, digital scale, proprietary fit technology, and differentiated store expertise. These companies aren't gambling. They're responding to what their customers are actually telling them through their purchasing behavior.

The False Choice

The narrative about GLP-1 medications presents a false choice: either the medications work and the market disappears, or they don't and the market remains. But real life is never that binary.

Consider this: even as weight loss medications become more accessible, people still exist across the full spectrum of body sizes. Bodies are diverse. They always have been, and they always will be. Genetics, health conditions, life stages, personal choices, medication side effects, and countless other factors all contribute to body size. The idea that a single class of medications will eliminate the need for inclusive sizing ignores the beautiful, stubborn reality of human diversity.

What This Means for Fashion Brands

For brands watching from the sidelines, wondering whether to invest in or pull back from inclusive sizing, the FullBeauty-DXL merger offers a clear answer: double down on authenticity and quality.

The merger is expected to generate $25 million in annual cost synergies by 2027, demonstrating that serving this market isn't just the right thing to do—it's financially sound. When companies invest in understanding their customers, developing proper fit technology, and creating clothing that actually works for diverse bodies, customers respond.

The brands that will thrive in the next decade aren't the ones chasing false narratives. They're the ones paying attention to data, listening to their customers, and recognizing that inclusive sizing isn't a trend that can be abandoned when it becomes inconvenient. It's a fundamental market reality.

The Bottom Line

At The Gorgeous Agency, we work with brands navigating these exact questions every day. Should we expand our size range? Should we pull back? What do consumers actually want?

The answer is clear: consumers want options. They want quality. They want brands that see them as they are, not as a trend piece or a PR opportunity.

The combination of FullBeauty and DXL isn't just strategically aligned with consumer data—it's a signal to the entire industry. The need for inclusive, high-quality options is bigger than ever. The companies positioning themselves for growth aren't the ones listening to doom-and-gloom narratives. They're the ones listening to their customers.

So ask yourself: are you going to base your strategy on a narrative, or on data? Because while narratives come and go, consumers and their needs are here to stay. And right now, they're telling us the plus-size market isn't shrinking—it's demanding better.