Increasing obesity levels is expected to boost sales of plus-size womenswear in the UK market, according to a report by GlobalData.

Titled ‘What Britain Wears: Niche Clothing 2017 – Understand the Plus Size, Petite and Maternitywear Markets as Non-Specialists Continue to Seize Spend’, the report estimates that at least one in every £5 ($6.43) spent on womenswear this year will be on plus-size garments.

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According to the Health Survey for England carried out by the NHS, 26.8% of females between the ages of 16 and 24 years were either obese or morbidly obese in 2015, an increase from 12.9% in 2014 to 15.9% in 2015.

"Retailers must ensure that more plus-sized models are used in editorial content and social media campaigns."

Retailers have taken note of the growing number of plus-sized females and identified that size 18+ females are being underserved. Retailers have invested approximately £800m since 2012 towards launching new ranges, broader choice and better online accessibility in the plus-size category.

Non-specialists such as boohoo.com, River Island and Quiz have launched plus-size ranges to capitalise on online sales of plus-size garments, which otherwise do not bring sales in stores. Victoria Beckham has collaborated with Target to offer plus-size garments.

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Retailers are also focusing on providing newer and fashionable plus-sized womenswear, which is driving purchase frequency and consequently expenditure. To remain on top and counter competition, retailers must ensure that more plus-sized models are used in editorial content and social media campaigns, opines Kate Ormrod, lead retail analyst at GlobalData.

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