The Average American Woman and Fashion Retailers

The average American woman now wears a size 16. So why aren’t clothing retailers catering to her needs?

I’m a typical woman in the U.S. — a size 14 to 16, depending on the brand. Yet, finding clothes that fit me is becoming increasingly frustrating. The fact that someone who represents the majority of American women struggles to find her size in stores is maddening.

What’s the Deal, Fashion Brands?

Is it really that challenging to offer sizes 14 and 16 in sufficient quantities? Every time I shop, those sizes seem to vanish off the racks. Clearly, they’re selling well because so many of us are that size. It’s not rocket science! Just produce more and stock them on your shelves. And please don’t tell me you’re clueless about how to design for the average woman. Fit models exist for a reason; they can help you figure it out. Here’s a thought — how about not labeling sizes 14 and 16 as “plus”?

“Plus Sized”? Who Decided That?

If we’re going to label sizes, shouldn’t there be a distinction for sizes that are more representative of actual women? How about just making clothes that fit the average American woman without the unnecessary labeling? I can identify a size 16 without needing a store sign screaming “plus sized” over it. Most women I know can read a size tag without needing it segregated in a special section.

Showcase Real Models

Another great idea: showcase models who actually wear those sizes in your advertising! They can share space alongside slimmer models without any issue. Retailers like Express, Banana Republic, and The Gap offer sizes up to 14, 16, and XXL, yet you rarely see women of those sizes in their promotional materials.

Tim Gunn’s Insight

Tim Gunn pointed out in a powerful op-ed that the average American woman now wears between a size 16 and 18, with over 100 million plus-size women in the country. He noted the shopping experience for sizes 14 and up is often insulting and disheartening. I couldn’t agree more! The huge signs labeling sections as “WOMENS PLUS” make it painfully obvious that they’re trying to highlight differences instead of catering to the majority.

A Call for Change

Imagine if all sizes were displayed together, instead of segregated under shaming labels. This is the reality of women’s shapes today, and it’s time for designers to accept that. We are ready and willing to spend our money; all we ask for is proper representation in stores and ads.

Conclusion

In summary, it’s high time mainstream clothing brands recognize the average American woman and start producing and promoting clothing that fits her. Catering to diverse body types can only benefit both consumers and retailers alike.