Nike has displayed a custom-sized mannequin at its flagship store on Oxford Street in London.
One of the largest sportswear brands, Nike has delighted many consumers with the introduction of a custom-sized mannequin in its flagship store on Oxford Street in London. Now in the women's section of the outlet, visitors can see a large-form female mannequin wearing a black sports bra and leggings, with their arms raised above their heads.
The mannequin appeared two years after the company introduced the plus size collection. And to date, Nike is perhaps the first major brand to introduce such mannequins. However, the manufacturer is no longer alone in such matters. So, earlier this year, large mannequins appeared in Old Navy and Nordstrom outlets. In addition, more and more manufacturers of a wide variety of clothing are striving to include models of large sizes in their new collections.
In fact, the problem of non-standard sizes is much more acute than it seems at first glance. So, according to the research firm Plunkett Research, more than half of adult American women (67%) wear plus size clothing. So, not paying any attention to this market, ignoring sizes that do not correspond to the standard canons of fashion, manufacturers simply lose consumers and additional income.
Brands such as Target, Forever 21, Aerie and Reformation have already introduced custom-sized clothing lines. Last year, for example, Target received a lot of praise for partnering with Victoria Beckham on her plus size clothing line, Ava & Viv. And Reformation, with the release of the Reformation x Ali Tate Cutler collection, told customers: "Sorry we've been taking so long." Walmart is not far behind, last year the chain announced the purchase of Eloquii, a plus size fashion brand for women.