Many round women (like myself) want to buy fashion brands, but few fashion brands sell large sizes. The most recognized brands are only for thin consumers.
Round women often feel marginalized and excluded by the dominant fashion market, which is the market of renowned and reputable fashion brands. These consumers are forced to turn to an adjacent market, large fashion, where they find only specialized brands in large sizes, or the discount fashion market offered in hypermarkets or in clothing brands first prize.
Why is the large fashion market marginalized and discredited by both fashion and consumers?
The categorization of markets is a question of representations, discourses and social interactions. Round people are expected to be invisible (not to be seen, to be hidden …) to the point where they become socially invisible. Hence the feeling of stigmatization and exclusion of round women.
Representation is lacking. Round women are struggling to identify a prototype category that can represent them. There is thus no ideal type sufficiently clear and identified to embody the image of the big fashion consumer. Without a clear example shared by market players, the market category has a hard time defining itself and existing. The large fashion market is a fuzzy, unprotected category that clearly identifies and represents it.
Few fashion brands sell large sizes. When fashion brands go into larger sizes, they often leave the larger sizes in reserve or install the “big size” corners in less accessible and less visible places. Thus, even if the companies leave the borders of the market category, this extension remains relatively invisible. Attempts to incorporate additional sizes result in commercial failures and businesses are returning to their conventional size spectrum. This phenomenon prevents the legitimization and extension of the market category and strengthens the border between the main market and the adjacent market.