“With big & tall customers making up over 50% of the male population and spending nearly $6 billion on apparel, footwear and accessories, we saw an opportunity to serve the fashionable and professional big & tall customer who is often frustrated by the lack of sizes and fits, availability of brands and the overall lack of customer service in their category. Offering an upscale environment and extensive assortments of apparel, footwear and furnishings created with them in mind, The Foundry Big & Tall Supply Co. is positioned to address all of the needs of the big & tall customer -- one of the largest and fastest growing segments in the market place today.”
King Size Direct, a catalog company that I have been shopping from since the early 1980's, took to the internet, while Casual Male bought their retail competitors and developed a catalog/internet sales channel and JC Penney is finally stepping up its activities. While a consumer may favor one over the other the reality is that their product lines are not all that much different; the labels are different but the product is the same.
What the plus sized consumer wants is variety and individualism; the days of being "branded" by the clothes you wear are over and thus, Nautica, Dockers, and Timberland no longer have the drawing power because they are so readily available through numerous retail outlets.
The future belongs to companies such as Mod Cloth and or Bonobos (I am not the only one who believes this considering that these two companies received a combined $21 million dollars in venture capital funding). Its not about "what" you offer as it is "why" and "how" you market it. In my niche companies like Threadless and Cafe Press have led the way to a new consumer centric, Web 2.0 inspired business model. I have been a fan of Threadless for a long time and I cheer them on every chance I get because you cannot help but admire the brilliance of the model! Threadless continues to blaze new paths and has now expanded successfully into accessories, kids wear, and I am sure that they will continue to expand their retail stores and will continue to add product lines in the future.