Gen Z and Millennial shoppers expect brands to keep up with their body positivity and provide inclusive clothing sizes. The number of teens buying plus sizes increased from 19% in 2012 to 34% in 2015, according to an NPD study, and young consumers are ushering in a “new paradigm” for fashion. Retailers catering to young consumers, including ASOS and Modcloth, have been some of the first to offer extended sizes, and more, like American Eagle, are joining. YPulse research has found that 56% of 13-37-year-old females say it’s hard to find clothing that fits them, indicating there is still opportunity for brands. (Sourcing Journal)
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