Nike launches new plus size collection
Nike is the latest company to enter the plus size fashion arena with the launch of its Plus Size collection on Friday.
The Nike Plus Size collection consists of running tops, tights and shorts, t-shirts, full-zip hoodies, training jackets and shorts, cardigans, and a cape in sizes 1X to 3X and sports bras in sizes 32C to 38E. The collection is priced similar to Nike’s other apparel lines with pieces retailing for as low as $32 and as high as $175.
The Beaverton, OR-based company joins a number of brands that entered the very lucrative plus size market, including online personal styling service Stitch Fix that launched Stitch Fix Plus in February; and Asos that launched a 'big and tall' menswear collection. Aerie, the women’s lingerie and intimate apparel brand from American Eagle, has performed very well for the company and led the company’s sales growth in recent quarters, due to its inclusion of plus size models in its campaigns, namely Iskra Lawrence who is the face of the brand.
The increase in plus size offerings are in response to the outcry from curvy women for better designed and crafted ready-to-wear and apparel. Brands such as Lane Bryant, Eloquii, and Gwynnie Bee have been successful for specializing in plus size fashion, but this has left women with fewer options.
Brands are finally tapping into the plus size market, offering styles that go beyond a size 12. Strategists and consultants Graj + Gustavsen reported in 2015 that the women’s population size 12 and above account for $17.2 billion of the $116.2 billion women’s apparel market. Numbers like these are attractive, even for a sportswear juggernaut like Nike.
The Nike Plus Size collection is available now on the Nike website and select retailers in North America and Western Europe.
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