Boohoo's Extended Sizing Is Proof That Adding Plus & Petite Sizes Can Be Profitable For Brands
Many brands have said it's not profitable to stock plus and petite sizes, but recent reports may have proven otherwise. Women's apparel brand Boohoo revealed in a statement released on Sept. 27 that profits from extended size ranges have added up to the incredible rise in business for the British based online retailer in 2016.
Boohoo's profit report tracks data from Jan. 1 to Aug. 31 2016 and goes into detail on the pre-tax profits the clothing company has amassed — an average 40 percent increase in revenue and a 93 percent rise in the USA.
Boohoo says that all fashion on the site produces great revenue, but specifically praises their plus size range, "Our core womenswear ranges of dresses, tops, jackets and footwear have continued to perform strongly, whilst other products from the expanded range are generating robust revenue growth: plus‐size and petite have grown strongly and attained a high level of revenue," the statement reads.
Boohoo isn't the only brand to profit from producing more size inclusive lines. Since introducing their plus size range at the end of last year, River Island sales have risen by $1.2 million. Similarly, Boohoo competitor Missguided reported in 2015 that their sales went up 69 percent in one year, which they chalked up to celebrity collaborations as well as their activewear and plus size lines.
Plus Red Floral Swing Dress, $80, Riverisland
In ideal world, brands would pay attention to their plus size and petite customers without needing proof that it's profitable, but these are the kind of numbers it takes to get more size-diversified collection of clothing produced.
Ribbed Cold Shoulder Dress, $26, Boohoo
Profit wise, there seems to be nothing standing in the way of brands producing extended sizes. Whether it's because of social responsibility or increased profit margins, when brands provide inclusive lines, the customers (and the profits) come quickly.
Image: Courtesy Brands