RETAIL: HOW SHIFTING SIZE SPURS SHOPPING
As patients lose weight, their clothing needs evolve, driving the retail sector in the process.
There are multiple opportunities here for brands to innovate and cater to this emerging market segment. Many brands are now offering clothing for a wide range of body shapes and sizes, catering to those experiencing weight changes, and we expect to see this continue.
Adaptable clothing lines that accommodate weight fluctuations, including stretch technology, elasticized waistbands, adjustable straps, and multi-size fits, take this one step further. Khloe Kardashian's Good American clothing line is one example, particularly the “Always Fits” jeans, which are designed to stretch and fit across four different sizes.
Retailers could also consider offering personalized shopping experiences, such as virtual fitting rooms that use augmented reality to help customers visualize how clothes will fit their changing bodies. This technology can provide accurate size recommendations based on the customer’s current measurements and predicted changes.
Subscription-based clothing, and clothing rental services like Rent the Runway, could also see growth as they offer flexibility in wardrobe choices. Companies could provide curated selections of adaptable clothing that cater to the needs of individuals experiencing weight fluctuations, allowing them to update their wardrobe without the need for frequent purchases.