A Review on Concerns for Apparel Shopping: A Study of Plus- Size Customers

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Jasleen Rana, Deepti Dabas Hazarika

Abstract

India is a booming market with respect to apparel industry, which gives a huge scope to another niche segment that is the, plus-size readymade apparels. The change in attitudes with respect to body shapes and sizes has led many renowned retailers to throw light on this niche yet promising segment but even after a lot of research and shift in focus there are concerns related to plus-size apparel shopping faced by larger than usual sized customers while exploring and buying ready-made apparel under this category. This paper, aims to review previous studies done with regard to exploring and observing various problems, issues or concerns related to fit, size availability, inclusivity (vanity and general sizing), size adjustability and price, faced by plus-size customers while buying, searching and shopping for apparels including branded retailers as well as small homegrown brands popularly advertised on social media handles and promoted by influencers. The researcher aims to understand the beliefs and attitudes of plus size or widely called ‘curvy’ consumers towards such shopping mechanisms both online as well as offline. Previously written research papers, articles and studies published with respect to plus-size customers, their concerns, pricing and buying behavior are analyzed by understanding various factors affecting plus-size buying.

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