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Huge Call For Adele Sized Models

Tuesday, 21 February 2012

Retailers have hit back at Karl Lagerfeld's 'fattism' with a surge in orders for size 12 and above mannequins according to fashion display supplier Displaysense.

The Adele v Chanel fat spat has put curves firmly on the retailers' agenda with Displaysense seeing a 16 per cent increase in larger mannequin sales this year. The company is also supplying a new range of models boasting DD breast sizes to meet rising demand.

Known for using size zero models on his catwalk, Chanel designer Karl Lagerfeld recently provoked fury by labeling pop superstar Adele 'fat.' With fans calling 'If you love Adele then boycott Chanel' retailers are undoubtedly putting their money where their mouth is.

Jim Moody from Displaysense said: "Curves are back and set to stay this spring/summer. We believe the trend is partly due to vintage fashions being back in style, particularly from the 40s and 50s, which suit the hourglass figure. Retail displays must reflect this to appeal to all of their customers.  As a result our sales of size 12-14 mannequins have risen by 16% this year."

Mintel research* released at the end of last year, revealed that around one in five Brits (20% of men and 17% of women) currently wear plus-size clothing. It estimated that the plus-size women's wear market increased in value by 47% over five years, from GBP2.7bn to reach a new high of GBP4bn in 2011. This compared to growth of 15% in mainstream women's wear.

The sector has also proved to be resilient in the enduring difficult economic landscape - with the same research predicting that the plus-size women's wear market will increase by 43% between 2011 and 2016 to reach GBP5.7bn.

Over the last five years the plus-size men's wear market has grown by 7% - the same rate as the total men's wear market - to reach GBP1.9bn. And over the next five years, it is expected to expand by 13% to GBP2.2bn.

Supermarkets are the number one destination for plus-size clothing shoppers, with over half of size 18 and above women (56%) and six in ten (61%) men wearing XL and bigger clothing buying garments here. This is up from 41% of plus-size women in 2005 and three times the number of plus-size men (up from 21%) shopping at these outlets in 2005.

Jim concludes: "Lagerfeld may want size 0 on his catwalk but the commercial viability of the growing plus-size clothing market is being seized by high street chains and independent retailers alike. Staying relevant to your audience is essential and our order books show that sales of larger sized and bigger breasted mannequins, wider clothes hangers for heavier garments and other 'plus-size display products are undoubtedly on the rise in 2012." 


Issued by Beattie Communications on behalf of Displaysense. Contact Victoria Walker on 07876 548498 or email victoria.walker@beattiegroup.com for further information.

Notes to Editor

*Mintel's Size matters UK 2011 research can be found here: http://www.just-style.com/market-research/fashion-size-matters-uk-july-2010_id119785.aspx?lk=pl

  • About Displaysense
    Displaysense was established in September of 1978 as a manufacturer of quality shop fittings and point of sale displays.
  • Displaysense works with a large range of clients including, retailers (multiple and independent), blue chip corporate clients, cafés, bars, restaurants and night clubs, shop and office fitters, marketing and promotions companies to provide off the shelf and bespoke display solutions