Plus-Size Shapewear: 7 Strategies to Dominate a Billion-Dollar Market

The shapewear market is experiencing a seismic shift, driven by a powerful force: the rise of the plus-size consumer. This isn’t just a fleeting trend; it’s a billion-dollar opportunity waiting to be seized by brands bold enough to embrace inclusivity and cater to a demographic that has long been underserved by the fashion industry. Gone are the days when shapewear was solely associated with achieving an unrealistic hourglass figure. Today’s plus-size consumer is demanding shapewear that celebrates their curves, enhances their confidence, and caters to their unique needs and desires.

This shift in consumer demand represents a lucrative opportunity for brands willing to challenge outdated perceptions and recognize the immense buying power of the plus-size market. It’s time to move beyond simply offering extended sizes and embrace a truly inclusive approach that resonates with this discerning and influential consumer base.

Why Focus on Plus-Size Shapewear?

The reasons to prioritize the plus-size shapewear market are compelling, both from a business and an ethical standpoint:

• Market Size and Growth: The plus-size clothing market is experiencing phenomenal growth, projected to reach a staggering $696.70 billion globally by 2027. Shapewear represents a significant portion of this market, and ignoring this segment means missing out on substantial revenue potential.
• Untapped Potential: Despite the market’s size and growth, many brands still focus primarily on straight-size offerings, leaving a gap in the market that’s ripe for disruption. This presents a unique opportunity for brands to establish themselves as leaders in a space with less competition and a highly engaged target audience.
• Brand Loyalty: Plus-size consumers who find brands that cater to their needs with respect, authenticity, and a genuine understanding of their body types are more likely to become loyal, repeat customers. This loyalty translates into long-term growth and a sustainable competitive advantage.

7 Strategies to Win the Plus-Size Shapewear Market

Successfully tapping into the plus-size shapewear market requires more than just offering larger sizes. It demands a holistic approach that prioritizes inclusivity, innovation, and a deep understanding of the plus-size consumer’s needs and desires. Here’s how to get it right:

1. Embrace Inclusivity in All Aspects of Your Brand

Inclusivity isn’t just a marketing buzzword; it’s a fundamental value that must be woven into the very fabric of your brand. This means going beyond token representation and ensuring that inclusivity is reflected in every aspect of your business, from product development to marketing and customer service.

• Diverse Sizing: Offering a truly inclusive size range is non-negotiable. Don’t simply extend your existing size chart; invest in proper fit testing and grading for larger sizes to ensure that your shapewear fits and flatters a wide range of body types. Consider offering half sizes and extended cup sizes for a more customized fit.
• Representative Models: Showcase your shapewear on models of diverse body types, sizes, ethnicities, and ages. Customers want to see themselves reflected in your marketing materials, and authentic representation builds trust and fosters a sense of community.
• Inclusive Language: The language you use matters. Choose words that are empowering and celebratory of all body types. Avoid terms like “slimming,” “figure-fixing,” or “problem areas” that perpetuate negative body image and reinforce outdated beauty standards.

2. Prioritize Fit, Comfort, and Functionality

Plus-size consumers have unique needs and preferences when it comes to shapewear. Fit, comfort, and functionality are paramount, and compromising on any of these factors can be detrimental to your brand’s success.

• Focus on Support and Shaping: Offer shapewear that provides targeted support and shaping in areas where plus-size women often desire it, such as the back, tummy, and thighs. Consider offering different levels of compression to cater to different preferences and needs.
• Breathable and Comfortable Fabrics: Choose high-quality, breathable fabrics that move with the body and don’t feel restrictive, uncomfortable, or constricting. Consider moisture-wicking and cooling technologies for added comfort, especially for warmer climates or active lifestyles.
• Functional Designs: Offer shapewear with features that make it easy to wear and adjust, such as adjustable straps, hook-and-eye closures, and gusset openings for bathroom breaks. These small details can make a big difference in the overall comfort and wearability of your products.

3. Showcase Versatility and Styling Options

Gone are the days when shapewear was hidden beneath layers of clothing. Today’s plus-size consumer wants shapewear that can be incorporated into their everyday wardrobes, adding a touch of confidence and polish to any outfit.

• Styling Tips and Inspiration: Provide styling tips and inspiration on your website, social media, and marketing materials. Show how your shapewear can be styled with different outfits, from casual jeans and t-shirts to elegant dresses and formal gowns.
• Collaborate with Plus-Size Fashion Influencers: Partner with influencers who are known for their style and who can showcase the versatility of your shapewear to their followers. Influencer marketing can be a powerful tool for reaching a wider audience and building brand credibility.
• Highlight Different Occasions: Show how your shapewear can be worn for a variety of occasions, from weddings and parties to work and everyday errands. This demonstrates the versatility of your products and appeals to a wider range of customer needs.

4. Address Common Concerns and Pain Points

Plus-size women often have specific concerns when it comes to shapewear, such as rolling, bunching, and digging. Addressing these concerns head-on and providing solutions is crucial for building trust and encouraging purchases.

• Provide Detailed Product Information: Offer clear and concise product descriptions that highlight the features and benefits of your shapewear. Use size charts, fabric guides, and customer reviews to help customers make informed purchasing decisions. Transparency is key.
• Offer Excellent Customer Service: Provide exceptional customer service channels where customers can easily ask questions, get sizing advice, and address any concerns they may have. Prompt, helpful, and empathetic customer service can make a significant difference in the customer experience.
• Consider Offering Virtual Fittings or Consultations: For a more personalized experience, consider offering virtual fittings or consultations with trained stylists who can provide expert advice on sizing and styling. This can help alleviate anxieties about finding the right fit and enhance the overall shopping experience.

5. Leverage the Power of User-Generated Content (UGC)

User-generated content (UGC) is a powerful marketing tool, especially in the plus-size community, where authenticity and relatability are highly valued. Encourage your customers to share their experiences with your shapewear and amplify their voices.

• Run Contests and Giveaways: Incentivize customers to share photos and videos of themselves wearing your shapewear by offering prizes or discounts. This can be a fun and engaging way to generate buzz and showcase your products in real-life settings.
• Feature UGC on Your Website and Social Media: Showcase real customers wearing your shapewear on your website, social media platforms, and marketing materials. This not only provides social proof but also helps potential customers visualize how the shapewear will look and fit on different body types.
• Create a Dedicated Hashtag: Encourage customers to use a dedicated hashtag when sharing photos of themselves wearing your shapewear. This makes it easy to find and repost UGC, creating a sense of community and encouraging further engagement.

6. Partner with Plus-Size Retailers and Influencers

Collaborating with established players in the plus-size market can significantly expand your reach, enhance your credibility, and provide access to a wider audience.

• Wholesale Partnerships: Explore wholesale partnerships with plus-size retailers who align with your brand values and target audience. This can give your brand valuable shelf space and introduce your products to a new customer base.
• Influencer Marketing: Partner with plus-size influencers who have a strong following and engagement within the plus-size community. Influencers can authentically showcase your products, share their experiences, and provide valuable social proof.
• Affiliate Marketing: Collaborate with plus-size bloggers, YouTubers, and social media personalities through affiliate marketing programs. This performance-based marketing model can be an effective way to drive traffic and sales.

7. Continuously Seek Feedback and Adapt

The plus-size market is constantly evolving, so it’s crucial to stay attuned to the needs and preferences of your target audience. Regularly seeking feedback and adapting your strategies accordingly is essential for long-term success.

• Encourage Customer Reviews: Make it easy for customers to leave reviews on your website and social media platforms. Respond to reviews, both positive and negative, in a timely and professional manner. Customer feedback is invaluable for identifying areas for improvement and demonstrating your commitment to customer satisfaction.
• Conduct Surveys and Focus Groups: Gather feedback through surveys, polls, and focus groups to gain deeper insights into customer satisfaction, product preferences, and areas for improvement. This direct feedback can be incredibly valuable for informing product development and marketing decisions.
• Stay Updated on Industry Trends: Attend industry events, follow plus-size fashion blogs and publications, and engage with the plus-size community online to stay informed about the latest trends, insights, and challenges facing the market.

The Future of Plus-Size Shapewear: A Look Ahead

The future of the plus-size shapewear market is brimming with potential. As more brands embrace inclusivity and cater to the needs of this underserved market, we can expect to see continued innovation in terms of:

• Fabric Technology: Advancements in fabric technology will lead to even more comfortable, breathable, and effective shapewear options. We can expect to see fabrics that provide greater support, shaping, and moisture-wicking properties, enhancing both comfort and performance.
• Size Inclusivity: Brands will continue to expand their size ranges to be truly inclusive of all body types, recognizing that the plus-size market is not a monolith and that one size does not fit all.
• Style Diversity: We’ll see a wider variety of styles and designs, catering to different needs, preferences, and occasions. From everyday basics to special occasion shapewear, the options will continue to expand, offering plus-size consumers more choice and flexibility than ever before.

By embracing the strategies outlined in this guide, your brand can position itself as a leader in the rapidly growing plus-size shapewear market. Remember, success in this market hinges on authenticity, inclusivity, and a genuine commitment to serving the needs of this powerful and often overlooked consumer base. By listening to your customers, adapting to their evolving needs, and consistently delivering high-quality products and experiences, you can build a brand that resonates, inspires, and enjoys long-term success.

Why Choose S-SHAPER for Your Plus-Size Shapewear Needs?

Because at S-SHAPER, we believe that true confidence knows no size or shape. We’re passionate about celebrating the beauty of every body, offering a diverse range of plus-size shapewear designed to enhance your natural curves and empower you to feel your absolute best.

Here’s what sets S-SHAPER apart:

• Designed for Every Shade, Every Silhouette: We understand that beauty comes in a spectrum of shades and silhouettes. That’s why our shapewear is available in a range of nude tones to complement diverse skin tones, and our designs cater to a variety of body shapes and sizes, ensuring a flawless fit for everyone.
• Uncompromising Comfort, Unwavering Support: We combine luxurious, breathable fabrics with innovative designs to provide targeted support and shaping exactly where you desire it. Say goodbye to rolling, bunching, and digging – our shapewear moves with you, not against you, so you can confidently conquer your day.
• From Everyday Confidence to Special Occasion Glamour: Whether you’re looking for everyday smoothing or targeted shaping for a special occasion, we’ve got you covered. Our collection features a variety of styles, from high-waisted briefs to shaping slips and everything in between, ensuring you find the perfect piece to match your outfit and boost your confidence.
• Designed by Women, for Women: We’re a team of women who understand the unique needs and desires of our customers. We’ve poured our hearts into creating shapewear that not only sculpts and smooths but also empowers you to embrace your individuality and radiate confidence from within.

S-SHAPER is more than just shapewear; it’s a celebration of self-love, body positivity, and the power of feeling comfortable and confident in your own skin.

Join the S-SHAPER movement and discover a world of confidence waiting for you.