Unlocking Loyalty: What Plus-Size Shoppers Want from Brands

Even though 65 percent of American shoppers are in plus-size bodies, the marketplace often ignores this segment in their customer experience efforts, leaving potential profits from a soon-to-be $1 trillion dollar industry on the table.  

A recent University of Michigan study done in partnership with The Gorgeous Agency identifies the untapped potential within the plus-size market and how retailers, who often have razor-thin margins, can leverage understanding of customer trends to increase profitability.

“This is a customer segment that is historically underserved and disappointed when it comes to the shopping experience,”   Kara Richardson Whitely, CEO of The Gorgeous Agency, said. Richardson Whitely is used to defying stereotypes as a plus-size adventurer. Her book, Gorge: My Journey Up Kilimanjaro at 300 Pounds, is being made into a movie with ‘This Is Us’ actress, Chrissy Metz. “According to our recent survey of plus-size shoppers in the U.S., plus-size customers often face inconsistent sizing, unwelcoming team members, being shooed out of store to purchase online and more. What brands don’t often see is how little tweaks in the customer experience can yield major rewards to win over the majority of shoppers.”

The Gorgeous Agency, which helps brands connect and grow with the plus-size market, enlisted University of Michigan's National Organization of Business and Engineering (NOBE) Consulting via UMSI's SO-ELL program for this comprehensive plus-size consumer behavior study, in a segment where public data is scarce. 

The research reveals plus-size shoppers “buy it when you see it” phenomenon, where customers are so surprised by finding something that fits that they will buy duplicates and multiple colors or patterns. 

The study also identified hurdles in the market such as limited size availability and dissatisfaction with the shopping experience. Retailers who fail to address these concerns risk losing a large and profitable customer base. By focusing on inclusive sizing, offering fashionable options, and ensuring positive customer experiences, brands can capture the plus-sized demographic and increase customer loyalty and profitability. 

For more information, contact info@thegorgeousagency.com