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Large-size customer wants quality and fashion

Large-Size Customer Wants Quality and Fashion

A recent poll of women who wear large size apparel clearly supports most retailers' current thinking that this customer values well-made, fashionable clothing.

The large-size customer, the study said, weighs styling and quality over price in most cases and most often prefers a separate department for full-figure clothing. She wants to see the large-size clothing displayed on full-figure models.

What's more, the survey of women who subscribe to Big Beautiful Woman magazine, published here, reveals that, even within a fairly affluent sample group, mass merchandisers such as K mart and Sears are competitive, with 44% shopping those chains within the past month. Off-pricers who specialize in large size women's apparel had been shopped by an impressive 36% of those polled.

The questionnaire for the poll of large size women conducted last fall by BBW was developed with input from K mart. Although the respondents were predominantly affluent and professional, K mart merchandisers say they found the results helpful in tracking that shopper.

Of the 329 women who returned completed forms, 34% had a family income of under $25,000 and 46% were in the $25,000 to $50,000 range. About 75% of the women were aged 25 to 44 years, 80% work and 40% classified their jobs as managerial/professional.

The majority--57%--had shopped for nonfood products at least five or six times in the month before the survey. On the average, those polled visited a K mart twice a month, an off-price large size specialty store 2.2 times, a regular off-price store 1.8 times, a department store 2.7 times and J.C. Penney 1.8 times.

Interestingly, an overwhelming 78% had ordered apparel through a catalog during the past six months.

Although price ranked as the third factor in the buying decision for everything except jeans and tops, the women expect moderate price points.

Respondents were asked to specify a reasonable (lower limit) price for apparel items.

For shorts, close to 40% said $10 to $15 would be the most reasonable price and another 19% said under $10.

For blouses, 25% found $20 to $25 reasonable and another 22%, $15 to $20.

In pants, respondents favored two price points, with 29% picking the $15 to $20 range and another 29% choosing the $20 to $25 range.

In sweaters, the answers were more varied. Almost equal percentages (16% to 20%) of the women called prices ranging from $15 to $35 reasonable for a sweater.

In skirts, 25% cited $20 to $25 as a reasonable price point with almost as many (22%) picking the $15 to $20 range.

In the dress area, 19% said $30 to $35 is reasonable. Another 20% expect $20 to $30 price points.

The poll revealed that about 60% of the large-size women prefer a separate large-size department. Another 30% wanted the larger sizes included in regular sections.

Full-Figure (44%), Plus Sizes (36%) and Women's Sizes (32%) were favored as department names. Only 15% said they would prefer Large-Sizes and only 7% gave Half-Sizes as a possible label.

When asked what stores should do differently with this clothing, 25% said they wanted stores to provide knowledgeable sales help; 21% said stores should hire full-figure clerks; 20% said retailers improve selection; 15% said they looked for improved styling and 14% said retailers should carry a wider range of sizes.

Table: Large-Size Women Pick Two Most Important Factors (Besides Fit) in Buying Decision

Photo: Past Month Shopping by Retail Outlet

Photo: Most Women Polled Prefer Their Own Area

Photo: Sources Women Use to Keep Imformed of Large Sizes