The Men’s Plus Size Apparel Market: Bigger, but Not Better

Abstract

Significance of the Male Plus Size Consumer Market and Body Positive Movement Plus size men constitute approximately 70% of the U.S. population. As of 2018, the male plus size market had grown to over $1 billion in revenue and according to Sindicich and Black's (2011) study on fit and sizing of business apparel, as many as 40% of men have issues with size and fit. (IBIS World, 2019). However, the apparel needs of plus size men have not been fully addressed (Rebolini, 2017;Schlossberg, 2015). The rapidly evolving social movement known as the Body Positive Movement (BPM) has been gaining popularity as its advocates campaign to include all types of bodies in advertising and media, treating all bodies as worthy of representation in mass media and fashion (Dastagir, 2017; "The body positive," 2019). The BPM has been successful in its push to include more diverse female body types in media and advertisements and has successfully influenced the extension of plus size apparel lines for many brands and retailers including LOFT, Target and Lucky Brand (Howland, 2019;Lubitz, 2017). Yet, the near exclusion of plus size men from the BPM can be reflected in the lack of progress in the extension and inclusion of plus size men's apparel at many retailers. Despite progress made for female bodies and apparel lines, many consumers, fashion models and BPAs wonder why men have not been included in the BPM's efforts (Rebolini, 2017).The BPM and its campaigns have neglected the male consumer and male body types, and have focused almost exclusively on the inclusion of diverse female body types (Rebolini, 2017; "The body positive," 2019). According to the CDC (2019), the average man in the United States is 5'9" tall, weighs approximately 200 pounds and has a 40 inch waist. This puts the average male in plus size market for apparel, a category that begins with a size XL or 38 inch waist pant (Rebolini, 2017). Despite the BPMs influence on manufacturers and retailers and the extension of women's apparel sizes to be more size inclusive and aesthetically appealing, the availability and aesthetic appeal of men's plus size or big and tall clothing has yet to be influenced or changed by the BPM. Although the average male is considered plus size by retail industry standards, most apparel is designed to fit men that is not reflective of this demographic (Sindicich & Black, 2011). Exploring the perceptions of male plus size consumers and their shopping experiences within the context of the BPM is critical and timely because the insights provided by participants on fit and sizing issues of men's plus size or big and tall clothing should aid manufacturers and retailers in the development of big and tall apparel products that both fit these consumers and appeal to them aesthetically.Analysis of Literature and Data The following section outlines the literature and data regarding the lack of inclusion of men in the BPM and the BPM's efforts, and general fit and selection of men's big and tall clothing. The analysis identifies a gap in the research add...