Asos and Boohoo were two of the first fashion-forward mass-market online
retailers to invest in the men’s plus size market in 2016 and 2017,
respectively. EDITED analyzes how their offerings have changed over the
last year and how this compares to brands that solely offer larger
sizing.
Four Highlights Seen Across Asos and Boohoo
1. Retailers are investing in larger sizing
Asos and Boohoo’s plus ranges have increased T-shirt options in bigger
sizes. However, Topman and Forever 21, who do not have a dedicated plus
range, are also stocking more tees in and over a 2XL – usually the largest
size available.
2. Suiting is in demand
Jacamo and Destination XL have had strong movement for suiting. Asos
followed suit and saw high SKU activity for the largest sizes. Burton and
River Island also offer suiting within their plus ranges, however, Boohoo
and New Look have chosen not to invest.
3. Shirting is a growing category
For SS19, shirting occupies 12 percent more of the plus apparel
assortment at Asos in the US and 8 percent more in the UK compared to SS18.
Short-sleeve shirts with a revere collar were most widely stocked – they
have few fit issues and so offer the perfect entrance into plus size
shirting.
4. Denim isn’t being invested in
Jeans at Asos and Boohoo are made up of predominantly continuity styles
– little newness is noted. Denim jackets follow suit. With the advances in
stretch denims and increased success noted for regular sizing for the
category as a whole, this remains a missed opportunity.
How Has Sizing Changed?
This spring, Asos offered fewer tees starting in a 2XL and instead, have
increased offerings for their larger sizes. Their regular line has seen a
similar re-distribution with their smallest T-shirt size, XXS offered for
less styles, while more options are available in 2XL and 3XL. Across both
the US and UK, SS19 has 4 percent more T-shirts offered in a 6XL compared
to SS18. Plus trousers followed suit with a 7% increase of their largest
size, a 48 inch waist. The right call given this category currently sees
more replenishments and sell outs than T-shirts within Asos’s plus
range.
Boohoo have followed suit from Asos noting 21 percent of tees across the
US and UK available in a 4XL in SS19 compared to just 8 percent in the US
and 6 percent in the UK for SS18. In addition, EDITED noted more tees at a
starting size of 2XL as opposed to XL this Spring. Jean sizing has also
seen a shift. While boohoo was not offering more options in a larger waist
as their smallest size of 40 inches saw fewer investments.
How Have Assortments Changed?
Asos have chosen to increase their T-shirt offering for SS19 while
outerwear decreased – the right move as more than 60 percent of this
category is on discount. Although jeans have taken a hit, 22 percent of
jeans in stock arrived in SS18 highlighting the brand’s reliance on
continuity styles. The shirting category is most notable, rising from 15
percent in SS18 to 27 percent in the US and 23 percent in the UK. The rise
in popularity of the short-sleeved revere collar shirt has allowed for more
investment without the difficulties surrounding sleeve length and collar
size.
Interestingly SS19 has seen no new jean arrivals. Half of those
currently in stock arrived during FW19 and the other half arrived prior to
that. Boohoo does not currently offer fitted trousers and only sweatpants
have seen a small rise from SS18 – highlighting an increase in smarter
joggers. These smarter styles offer a great alternative to trousers for
retailers looking to initially invest in plus size bottoms.
Unlike Asos, shirting has not increased. Instead, it’s the polo shirt
that has seen the most change, overtaking T-shirts. With fewer options on
discount and more replenished, it’s a great alternative to the tee that can
be scaled up in size more easily than shirting.
What Can We Learn From Plus Size Retailers
Looking at products from Jacamo UK and Destination XL US across this
past spring, utility shirting has moved well as its an on-trend piece that
can still remain simple. Overshirts are a great option in this style to
avoid fit difficulties that traditional shirting often presents.
While the short-sleeved shirt is a great option for the summer, longer
options can’t be avoided as we move into fall. Stretch fabrics will allow
more sizing flexibility, while still offering a fitted shirt. Paired with a
band or grandad collar will further simplify fitting and collar sizing
issues while remaining smart.
This article was written for FashionUnited by Tara Drury of
Edited. Edited is the leader and industry-standard for real-time retail
analytics, where the software leverages artificial intelligence to track
and reveal insights on competitor product ranges, pricing, discounting and
trends across the global retail landscape. The software is used by buyers,
planners and trading teams to generate a huge competitive
advantage.
Top image: Asos
Graphs: Edited
