How do you expand your range to include plus size lingerie to respond to market needs?

The importance of plus size lingerie in the market is constantly growing. As a lingerie shop owner, you need to know that women wearing larger sizes represent a large and usually under-served customer group. It is worth responding to their needs in a smart way - sensitively and consciously, as there is potential for sales growth in this market segment.

Why introduce plus size lingerie into the shop?

Customers looking for plus size lingerie expect products that fit well, provide them with comfort and are visually appealing at the same time. They are tired of half-measures and choose to buy only bras or panties that they actually feel good in. This is linked to a growing awareness of the importance of well-fitting underwear and how the right choice of bra or panties affects how you feel throughout the day. The way we think about lingerie is also changing - it is no longer meant to be purely utilitarian. Women want to feel beautiful and are noticing that lingerie has an impact on this. If your shop does not have an extensive offering in terms of plus size lingerie for women, you could be losing a lot of potentially loyal customers.

Importantly, demand is not just limited to basic models. There is also a growing interest in currently fashionable cuts, modern cuts and interesting colours, as well as premium products. Customers wearing plus size lingerie expect the same things as customers wearing standard sizes - variety and high quality.

What should be included in the plus size range?

If you want to ensure that your plus size lingerie range includes women's lingerie, focus on products that have a real chance of selling. Comfortable, well-tailored bras and high-waisted briefs are most in demand. Also popular are shaping products and bodysuits, which not only correct the figure, but also work well as part of a styling scheme.

Women needing sizes 2XL, 3XL or 4XL often have to look for lingerie outside the mainstream sales. If you make size plus underwear available to them in your shop, you will gain their trust. This will make them happy to buy from your showroom or boutique again.

The sought-after features of plus size lingerie

Simply adding a plus size lingerie category is not enough. In order to make your offer interesting, you need to bet on specific product features. For example, it is crucial that the design of the bras provides adequate breast support. This is very important, as this way the customer wearing an H cup bra is able to relieve the strain on her spine and feel comfortable during everyday activities. Features such as elasticity, breathability and durability are another important consideration. Particularly in the case of knickers, it is required that they are breathable, fit well and do not show under clothing. This helps prevent chafing and excessive perspiration.

It is also worth mentioning that the finish of the products is important. Protruding seams or straps that are too delicate cause discomfort and can irritate throughout the day. Standard or plus size underwear should be almost undetectable. We want to avoid a situation in which it is constantly on the customer's mind!

What products are worth betting on when selling plus size underwear?

Ensure that the products are both functional and aesthetically pleasing. Well-selling models include lace bras, high-waisted briefs, plain underpants sets and nightwear in larger sizes than the most popular ones. The range should both suit everyday needs and be tailored to dress for special occasions.

You can stock your boutique or salon with:

• full cup bras, balconettes and semi-soft models,
• high-waisted briefs - both classic and shaping,
• figure-correcting bodysuits,
• pyjamas, slips and nightdresses in sizes 2XL and larger,
• plus size lace underwear with wider straps and fastenings.

These are, of course, only suggestions. Always keep an eye on the market and adjust your orders according to current demand and the needs reported by your female customers.

How do you present plus size lingerie to your customers?

In addition to choosing the right merchandise, proper presentation is also important. If you have a stationary shop, ensure that your plus size lingerie is not hidden or not very visible. Don't allow customers to enquire about availability themselves. Women should see that you treat this category in the same way as the others. Hangers with larger sizes should be placed close to the most popular sizes and not in a separate section.

In an online shop, it is important that a category with the right size filter is immediately visible. Make sure the pictures show the products on plus size figures, as this definitely boosts the confidence of customers. Descriptions should clearly communicate what makes the model stand out - such as good bust support, wide straps or a high rise.

Projected interest in plus size lingerie

Growing body awareness and changing beauty standards are making plus size lingerie a full-fledged part of the market. Women are increasingly reaching for colourful, bold and decorative models. It is not only comfort that counts, but also the pleasure of wearing - regardless of size. Customers are becoming more accepting of their bodies and realise that their bodies do not have to fit into a predetermined standard. This attitude offers freedom and is an opportunity for business owners to develop their offer and increase sales.

Shops that are the first to respond to the demand for lingerie in larger sizes in a comprehensive manner can win the loyalty of female customers more quickly. So it is worth expanding your range - remember that plus size lingerie is not a separate niche, but a natural part of a well-designed lingerie offer. It is worth taking it seriously today.