22 February 2023, Mumbai
Amazon Fashion’s The Plus Shop is a newly curated store offering plus-size apparels from top brands in India.
The store has gone live from February 22 to February 26, 2023, offering across sizes 2XL to 8XL over six lakh products across 450 brands.
In launching The Plus Shop Amazon Fashion’s aim is to bring an inclusive approach to fashion and cater to the needs of its diverse consumer base. The plus-size segment is evolving at a fast pace in India.
The market for plus size apparel has been boosted by a number of factors, including celebrity endorsements and a positive public impression of persons who are plus sizes. The casual wear category dominates the plus size clothing market due to increased acceptance and acceptability of casual wear among consumers for social occasions. The mid-priced segment dominates the plus size clothing market.
In response to the rising demand for plus size clothing, retailers are focusing on launching plus size apparel in order to attract more customers. Non-apparel-centric retailers have also spotted the opportunity and started to invest in their inclusive-sizing. E-commerce contributes to the growth of plus-size fashion primarily because of the ease of access, size availability, and convenience that it provides.
