I had this dialog twice this week.
Not an identical dialog. The identical one. Virtually phrase for word- in regards to the plus measurement style market. An government, somebody whose model actually will depend on plus measurement ladies opening their wallets, asking whether or not GLP-1s are going to “kill” the market.
And each instances, I needed to pause. Take a breath. And determine how to reply to somebody who, regardless of years on this {industry}, nonetheless essentially doesn’t perceive the group they’re purported to be serving.
The primary time this occurred to me wasn’t this week. It was 4 years in the past. A telephone name. An government sitting in a C-suite position, overseeing the path of a plus measurement model, requested me a query that stopped me chilly. I don’t bear in mind precisely how they phrased it, however the substance of it was clear: they genuinely didn’t perceive that the plus measurement shopper wished connection. Neighborhood. To be seen. Not simply to be offered to.
That paralyzed me for a second. As a result of this was not a junior marketer discovering their footing. This was somebody with actual decision-making energy over a model that plus measurement ladies had been trusting with their {dollars}. And the basic actuality of who that buyer was, what she wanted, what she remembered, what made her keep or stroll away eternally, was not of their body in any respect.
That dialog modified how I see this {industry}. And it’s a part of why I’ve watched with real respect as some manufacturers have began including community-focused roles on the C-suite stage, as a result of the neatest ones are lastly acknowledging what the remainder of us have identified for years: you can not lead a plus measurement model off an outdated playbook written for a shopper who was by no means your buyer to start with.
What I’m watching proper now, with all of the GLP-1 anxiousness rippling by boardrooms and shopping for conferences, is that very same blind spot, simply louder, and with pharmaceutical vocabulary hooked up.
So, let’s discuss it.
We Have Been Right here Earlier than
Let me provide a short historical past lesson, as a result of apparently we’d like one.
Fen-Phen. Phen-Phen. The Atkins Revolution. South Seaside. Weight Watchers. Jenny Craig. HCG drops. Beachbody. Slim-Quick. The cabbage soup food plan. Low-fat the whole lot. Low-carb the whole lot. Keto. Noom. The 21-Day Repair. Each journal cowl promising a brand new physique by summer season since roughly 1987.
Food regimen tradition isn’t new. Weight reduction as a billion-dollar {industry} isn’t new. The promise that this time, this program, this capsule will lastly repair the issue, that has been the background music of plus measurement ladies’s lives for many years.
And thru each single a kind of cycles? The plus measurement market grew.
The worldwide plus measurement clothes market is valued at $244.85 billion in 2025 and is projected to succeed in $395.60 billion by 2034. That trajectory didn’t seem regardless of a long time of food plan tradition. It appeared alongside it.
Proper now, roughly 10 million People are on GLP-1 medicines. Projections put that quantity at 25 million by 2030, and that’s the optimistic finish of the estimate. In a rustic of 330 million individuals, with a market constructed on a buyer base that represents nearly all of American ladies, executives are treating this like a four-alarm hearth.
Right here’s what the information really says: non-diabetic GLP-1 customers plan to remain on the treatment for an common of about 18 months, with unwanted side effects being the first purpose individuals cease. These will not be everlasting, at-scale, demographic-shifting transformations. They’re particular person well being selections, taking place in various timelines, with various outcomes, in a group that has seen each iteration of this story earlier than.
And even amongst individuals actively reducing weight on GLP-1s? They nonetheless want garments. In accordance with CNBC, buy quantity for big, additional giant, and plus measurement attire mixed grew 6% in March 2026 in comparison with the prior 12 months, on resale platforms alone! The market doesn’t disappear when individuals change sizes. It shifts. Garments nonetheless must be purchased. Our bodies nonetheless must be dressed.
The panic isn’t primarily based on the information.
The panic is predicated on a basic misunderstanding of who this buyer is and the way she strikes, and if we’re being sincere, on a deeply ingrained ignorance and bias about plus measurement those that the {industry} has by no means totally reckoned with.
The Actual Drawback Has Nothing to Do with GLP-1s
Here’s what I want you to grasp: the executives shedding sleep over Ozempic are the identical ones who by no means constructed actual relationships with this group within the first place.
That’s not an accident. That’s the precise drawback.
And it’s precisely why I’ve been preaching, for years, in regards to the pressing want for plus measurement individuals in management at plus measurement manufacturers. Not as a variety checkbox. Not as a token rent. Within the rooms the place the choices get made.
As a result of how are you going to serve a buyer you don’t perceive, or worse, don’t care to grasp? Once you refuse to stroll in her footwear, and even take the time to grasp how she feels navigating a world and an {industry} that has traditionally handled her as an afterthought?
You may’t. And the GLP-1 panic is the proof.
The plus measurement style market has all the time operated in a different way than mainstream style. The metrics are totally different. The choice-making course of is totally different. The position a model performs in somebody’s life is totally different, as a result of for many years, plus measurement ladies had been instructed by the {industry} that they didn’t should be there. So when a model really confirmed up? Constantly, authentically, with actual funding? That loyalty went deep. And it stayed.
You can’t run a plus measurement model or function within the plus measurement style market with the identical emotional detachment you’d apply to a straight-size class and count on the identical outcomes.
On this house, emotional intelligence isn’t a gentle talent. It’s a enterprise technique. It’s the moat.
Analysis constantly reveals that when clients develop an emotional reference to a model, particularly in communities constructed round shared identification and belonging, they change into loyal in a manner that conventional acquisition fashions can’t replicate. They spend extra. They keep longer. They bring about individuals with them.
A research printed within the Asian Journal of Public Opinion Analysis discovered a big relationship between model group belonging and buying loyalty, when emotional bonds exist inside a model’s group, they straight affect shopping for choices.
Analysis on emotional branding additional confirms that manufacturers creating communal areas construct the very best levels of buyer dedication and advocacy, and that group members spend considerably greater than non-members over time.
This isn’t principle. We’ve watched it play out in actual time.
Eloquii is the instance I maintain coming again to. They invested in the neighborhood. They confirmed up at occasions. They put plus measurement ladies of their advertising, not as a token gesture, however as the complete level. They celebrated the group and let the group have a good time them again.
The outcome?
Eloquii clients had a Buyer Lifetime Worth of $251 in comparison with $204 at Torrid, measured one and a half years after a buyer’s first buy. A smaller model, with deeper worth per buyer, as a result of belief has a greenback worth.
That’s what emotional funding appears like on a steadiness sheet.
The Metrics You’ve Been Utilizing Have been By no means Proper for This Plus Measurement Vogue Market
Let’s outline one thing first, as a result of it retains arising on this dialog and deserves greater than a buzzword: emotional intelligence, or EQ.
In psychology, EQ is the flexibility to acknowledge, perceive, and reply to the feelings of others in ways in which construct belief and connection. In enterprise, it’s the capability to grasp what your buyer really feels, not simply what she buys, and to behave on that understanding constantly and authentically.
In plus measurement style? EQ is the entire sport.
Right here’s why this market is totally different. The plus measurement shopper has not been a impartial shopper with impartial buying experiences. She has spent years, in lots of circumstances a long time, being instructed by the style {industry} that her physique was the issue.
She has walked into shops and located one rack within the again. She has ordered on-line in her measurement solely to obtain one thing that clearly wasn’t designed for her physique. She has watched manufacturers use her in a marketing campaign after which quietly discontinue her measurement vary when it obtained inconvenient.
She has watched manufacturers like Endlessly 21 and Anthropologie, manufacturers that take her cash, deal with her like a footnote of their visible identification whereas centering each marketing campaign round our bodies that don’t mirror her. Plus measurement clothes shot on straight measurement fashions. Her measurement tucked right into a nook of the web site with zero illustration. An entire class of erasure dressed up as commerce.
That historical past isn’t background noise. It’s the working context for each buying resolution she makes.
When a model really reveals up, with actual funding, actual illustration, actual consistency, she notices. And that belief, as soon as earned, converts into one thing no commonplace acquisition mannequin can replicate: loyalty that’s deep, sturdy, and vocal.
She doesn’t simply come again. She brings individuals together with her. She defends the model in remark sections. She posts the unboxing. She tells her group. Phrase of mouth on this house has all the time been extra highly effective than any advert spend, as a result of the bar for genuinely incomes it has all the time been so excessive.
That’s EQ functioning as a enterprise technique. And the information backs it up.
Analysis into the U.S. plus measurement style market reveals that manufacturers aligning with inclusivity create stronger emotional connections with clients, connections that strengthen belief and loyalty by demonstrating actual dedication to various physique varieties.
Okay, can I nerd out with you for a second? Places on my strolling wiki for plus measurement style hat…
As a result of the numbers right here will not be delicate, and this isn’t a sense. That is monetary knowledge making the case that EQ is a income technique.
Now take a look at what that really performs out to in actual numbers.
The Earnest Analytics knowledge evaluating Torrid, Eloquii, Lane Bryant, and Dia & Co discovered that Eloquii clients had a Buyer Lifetime Worth of $251 in comparison with $204 at Torrid, measured 18 months after a buyer’s first buy. Eloquii, a smaller model by each quantity metric, generated extra income per buyer over time. That hole isn’t a pricing story. It’s a relationship story.
Zoom out to the broader attire {industry} for context. The typical order worth throughout style and attire e-commerce broadly sits round $97. The repeat buyer price for attire industry-wide runs roughly 20 to 26%.
Now think about that Torrid’s loyalty program penetration exceeds 80% of transactions, greater than triple the {industry} common repeat price. That quantity was constructed on years of community-first advertising: actual our bodies in campaigns, influencer partnerships with precise plus measurement creators, and a model identification that made the shopper really feel like the purpose, not an afterthought.
The manufacturers outperforming on retention and lifelong worth on this house will not be doing it by higher low cost codes or smarter electronic mail flows. They’re doing it by constantly demonstrating that they perceive who their buyer is and why she deserves to be right here.
That’s EQ in observe. And it reveals up straight within the P&L.
Not emotional intelligence as a buzzword. Emotional intelligence as a observe: the constant, sustained, genuine resolution to deal with the plus measurement group as a complicated, culturally-aware shopper base with actual buying energy and even realer long-term reminiscence.
Not the random government with zero expertise on this house who takes the reins of a plus measurement model and instantly tries to use Eighties stereotypes to a 2026 shopper. As a result of that’s precisely what we’re watching play out, and the sizeism and classism beneath it’s displaying.
The idea that plus measurement ladies are non permanent clients simply ready to change into smaller ones? That’s not a market perception. That may be a bias dressed up in a spreadsheet.
She Remembers. And She Talks.
The plus measurement shopper has a protracted reminiscence. She remembers who was there when the {industry} wasn’t. She remembers who quietly lowered their measurement vary the second gross sales slipped. She remembers which manufacturers take her cash and gained’t put her physique of their campaigns. She remembers who stopped carrying her measurement in shops whereas nonetheless operating her picture within the adverts.
She doesn’t overlook. And she or he talks. Loudly. To everybody she is aware of.
So let’s be actually clear in regards to the two conversations taking place on this {industry} proper now.
The manufacturers asking the mistaken questions:
- What occurs to our numbers if our clients drop some weight?
- How can we shield our margins if GLP-1 adoption accelerates?
- Ought to we begin pulling again on prolonged sizing stock?
The manufacturers that really get it are asking one thing utterly totally different:
- What does our buyer want from us proper now?
- How can we present up for somebody navigating a well being journey, a measurement change, a life in movement?
- What’s the precise price of shedding her belief, completely, as a result of we handled her like a demographic as an alternative of an individual?
These will not be the identical dialog. They by no means had been.
Manufacturers with 80%+ loyalty program penetration and clients who spend 1.3 to 1.5 instances greater than non-members didn’t construct that by operating a cute Instagram grid. They constructed it by making somebody really feel like she belonged, constantly, authentically, over time. That belonging is the product. The garments are simply how she experiences it.
You need higher numbers? Begin there.
What Getting It Unsuitable Really Prices
Earlier than we even get to style, let me present you this sample enjoying out someplace utterly totally different. As a result of typically the clearest mirror is the one you least count on.
Tim Sparks began as a Pizza Hut dishwasher in 1983. He labored his manner up, finally turning into President of Daland Company, one of many largest Pizza Hut franchisee teams within the nation. And in 2026, he’s changing 80 areas again to the unique Eighties format. Crimson cups. Salad bars. Stained glass lamps. Vinyl cubicles. The entire thing.
The Pizza Hut Basic areas at the moment are among the many high performers in the complete chain. Prospects are driving two and three hours to eat there. Not as a result of the pizza modified. As a result of the expertise got here again.
In the meantime, Pizza Hut company has been doing the precise reverse. 250 retailer closures had been introduced in early 2026. The dine-in format has been largely deserted. The technique was to strip out the cubicles, the salad bar, the lamps, and the expertise, and compete with Domino’s on supply logistics.
The issue with that technique? Domino’s is a know-how firm that occurs to promote pizza. Their aggressive benefit is order monitoring, supply optimization, and franchise effectivity. When Pizza Hut eradicated the expertise, they didn’t change into extra aggressive. They turned a worse model of a model they had been by no means constructed to be.
One franchisee who grew up inside the unique expertise understood what the spreadsheet couldn’t measure. Inc. Journal framed it completely: by evoking what the model really meant to individuals, Tim Sparks discovered a option to get them speaking about Pizza Hut once more. And coming again.
Company optimized the soul out of the product and known as it a method. A former dishwasher who by no means forgot what the expertise felt like from the within is the one bringing it again.
This isn’t a pizza story. That is an EQ story. And it’s the very same story enjoying out in plus measurement style proper now.
Outdated Navy.
Right here is the complete arc, as a result of it issues: Outdated Navy pulled plus sizes from its bodily shops in 2007. For over a decade, plus measurement ladies had been instructed, by a model that’s purported to be for the entire household, that their sizes existed on-line solely. Then in 2018, after years of group stress, they introduced plus sizes again into 75 choose shops. Cautious optimism. Progress, proper?
@oldnavy Aidy Bryant = mainly a dwelling, respiration, dancing ✨ emoji #BODEQUALITY #oldnavystyle ♬ unique sound – Outdated Navy
Then in 2021, Outdated Navy launched Bodequality with huge fanfare, a program that promised true measurement integration, similar types, similar costs, sizes 0 by 30, multi functional place. Press beloved it. The group watched fastidiously. And what occurred? Lower than a 12 months later, this system was scaled again. Prolonged sizes had been pulled from dozens of shops. The rationale cited? Low return on funding.
However right here’s what they refused to acknowledge: plus measurement customers had been conditioned for over a decade to buy Outdated Navy on-line solely. You don’t get to disregard a buyer for ten years, quietly carry her again in by the facet door with minimal advertising and no actual group funding, after which declare her absent when she doesn’t flood your shops in underneath twelve months.
That’s not a market failure. That’s an execution failure. A endurance failure. And albeit, a belief failure.
As I stated on the time: “Outdated Navy had hard-core educated plus-sized individuals 10 years in the past after they pulled plus sizes out that it’s a must to store on-line solely.” You can’t undo a decade of conditioning in a single fiscal 12 months and name it a good check.
The group seen. The group remembered. And the group moved on.
FullBeauty Manufacturers.
Then there’s the query value asking of FullBeauty Manufacturers, an organization whose total enterprise is constructed on the plus measurement shopper, whose mannequin has traditionally centered catalog acquisition and quantity over group.
In 2020, throughout a second when the complete {industry} was being requested to reckon with its relationship to Black creators and clients, a bunch of Black plus measurement influencers, ladies who had supported these manufacturers, promoted their merchandise, and constructed audiences these manufacturers straight benefited from, crafted an open letter calling them out straight for his or her lack of help and funding in Black creators.
I do know as a result of TCF was a part of publishing it.
The query the letter raised then is identical query that applies now: are you able to construct a model on a group you could have by no means actually invested in? Can you’re taking the {dollars} and ignore the individuals? The plus measurement group, Black plus measurement ladies specifically, have been watching how manufacturers reply that query for years. They usually have their receipts too.
These will not be historic historical past. These are current sufficient that the ladies who lived them are nonetheless buying, nonetheless speaking, and nonetheless deciding the place to spend their cash. GLP-1s didn’t create this belief deficit. Manufacturers did. And no pharmaceutical development goes to repair it.
EQ Is the ROI in This House
I’ve spent 17 years watching this play out. And let me be clear, I’m not new to this. I’m a full on nerd for this house in the easiest way attainable. I got here up by 12 years in retail, from gross sales flooring into administration, watching how plus measurement shoppers had been handled in actual time, up shut, earlier than there was even a dialog about inclusivity in style.
I went again and obtained my MBA in advertising and centered it particularly on plus measurement style, as a result of I wanted the educational framework to match what I used to be already dwelling and observing. Then I constructed TCF, grew it from a weblog right into a full digital media model, and spent 17 years inside this group each single day.
That mixture, retail flooring, graduate analysis, editorial publishing, and lived expertise as a plus measurement lady on this world, is precisely what makes me say what I’m about to say with full confidence: the manufacturers panicking proper now by no means did the work. And the information I’m about to indicate you isn’t a principle. It’s a sample I’ve watched repeat itself for practically 20 years.
I’ve seen manufacturers pour cash into campaigns that carried out superbly by each commonplace metric after which quietly fold as a result of the group by no means trusted them. I’ve watched manufacturers with a fraction of the finances construct a long time of loyalty as a result of they invested in being current, on the occasions, within the content material, in the neighborhood conversations.
The distinction is all the time EQ.
Not as a gentle idea. As a aggressive benefit. Because the factor that determines whether or not a model survives a market disruption, pharmaceutical, financial, cultural, or in any other case, as a result of it has constructed one thing that can’t be replicated by a competitor in a single day: real belief with a group that has been burned earlier than and doesn’t prolong that belief frivolously.
The manufacturers that perceive this aren’t frightened about GLP-1s. They’re centered on deepening relationships. They’re asking find out how to meet a buyer the place she is, no matter measurement she wears immediately, no matter she’s navigating in her well being and her life. They know that the shopper who feels seen and served at each level in her journey doesn’t depart. She evolves with the model.
Those who’re panicking by no means did the work to construct that form of loyalty. GLP-1s are merely making that hole seen.
What This Second Is Really Asking
To the manufacturers and executives in a spiral proper now: this isn’t the top of your market. That is an invite.
The plus measurement buyer isn’t monolithic. She isn’t disappearing. She isn’t ready so that you can determine find out how to tackle her. She is totally dwelling her life, making buying choices day by day, selecting the manufacturers which have proven her probably the most respect with probably the most consistency.
A few of your clients could also be on GLP-1s. Some will not be. Some will cycle by sizes and again once more. Some will keep precisely the place they’re and need the identical nice choices they’ve all the time deserved.
All of them are watching the way you reply proper now.
The manufacturers that ask how can we serve our group by this second will earn one thing no algorithm can manufacture: belief that outlasts a development. Those who quietly pull prolonged sizes, trim their vary, and hedge their stock bets primarily based on pharmaceutical projections will lose one thing they can not get again.
I’ve seen it occur. I watched it occur 4 years in the past on that telephone name. I’m watching it set as much as occur once more.
The plus measurement group doesn’t want manufacturers to panic. It wants them to concentrate. It wanted that 20 years in the past too. The manufacturers that really did, those that constructed actual relationships, actual visibility, actual group funding, will not be having the GLP-1 panic dialog. They know who they’re for. They’ve been displaying up.
The query for everybody else is easy: are you keen to do the work now, or do you want one other decade of market knowledge to persuade you this group is value it?
As a result of we have now been value it the complete time. The receipts are proper there.
And in case you’re a model that’s lastly able to cease guessing and begin really getting it, hello, I’m Marie, and that is actually what I do. Let’s speak: contact me right here.
