Meet plus size client is chance for small and medium business retailer

São Paulo-although more than half of Brazilians admit be above the ideal weight, the clothing retailer focused on large sizes have only 3.5% of this market. The pent-up demand, which has gained relevance with young fashion for all sizes, makes room for small and medium-sized clothing stores.
According to a survey Sebrae, only 17.9% of the fashion retail stores have purchase options for the plus size market, index falling to 3.5% when analyzed stores that only sell large sizes. According to the survey, 71% of people who use GG have trouble finding clothes in common stores, with 86 percent of them are dissatisfied with the options of clothing available. "Women are more demanding. In addition, a considerable portion of the population above the weight is young, and they drive the market sets ", summed up the President of Sebrae, Guilherme Afif.
To him, the businessmen who enter in the business, regardless of size, need to be attentive to the trends. "The survey reveals that 70% of consumers of large sizes find basic products, and only 16% say that the desire to awaken purchase options".
Awakening the desire to buy in plus size women is precisely the aim of the Maison Zank. According to owner Simone Azank, invest in a quality care is essential to retain that customer. "Consumers who come for the first time they get here, they believe that constrained won''t find the right number for the chosen outfit. We serve this client with full attention and always focused on offering all the numbering. For this, we work our stocks for which never miss a play or another ", explains the entrepreneur.
With two operations in neighborhoods in São Paulo, the Manager celebrates a 20 percent advance in sales for the first quarter, compared with last year. "The economic crisis has made us grow up less, but we move forward," said she to the DCI.
Difficulties
According to the survey of Sebrae, 59% of respondents cite the difficulty of plus size buy party dresses. Pants (56%) and lingerie (49%) also appear as rare pieces in the gondolas.
Simone store sells customizable parts ranging from sizes 42 to 60, and the focus is to offer products that run. "Consumers no longer have that call for price. He wants his money''s worth. It is therefore important to offer parts in line with fashion and with the desire of these customers. When it is necessary to customize the outfit for her to feel totally comfortable, "says shop owner.
For this year, Simone believes that, even before the crisis, it will be possible to grow 20% in revenue-not opened by businesswoman, in comparison with last year.
To help stimulate this sector with so much potential, takes place next Sunday (24), in São Paulo, the Fashion Weekend Plus Size. The event will show the trends of parts "GG" for summer 2017. "This event is very important to, again, show that the fatties don''t want only basic parts. Maybe because of the crisis, and apparel industries returned to focus on the production of simple parts. That''s all that she doesn''t want any more ", stresses the organizer of Fashion Weekend Plus Size, Renata Poskus.
Micro and small
Industry expert, Renata says that the slow steps, the plus size market has grown, and that the main driver for this advance should be played by micro, small and medium-sized enterprises.
"This type of trader has direct contact with the consumer, what the big network can''t do. She talks and meet with your client, knows what she likes and wants, so there''s a huge opportunity to win even more space, "he explains.
Because of the difficulty in finding stores with these characteristics, the model and organizer of Fashion Weekend Plus Size decided to invest in the market on their own.
"Invest 20000 R$ in creating an electronic store specific to that audience. I decided to create pieces that they usually don''t find in fast fashion stores and doing the greatest success, "he says.
On the first day of the e-commerce store, named Maria Abacaxita, sold 15000 R$ in items. "I thought the parts were going to kill the younger girls, but I was surprised when most of the sales were for older women," says.
Between 2013 and 2015, the fashion for large sizes grew 13% and, according to the business leaders heard by the DCI, the reason is the little interest from major brands in this audience. In 2014, the plus size fashion moved approximately $ 5 billion in Brazil, which represents only 5% of the total turnover of the clothing segment, according to the Brazilian Association of clothing (Abravest).