For tall consumers, buying clothes has never been a pleasure. However, they occasionally try to go shopping with a try. If they are really allowed to find suitable clothes, such as Marks & Spencer's extra large stretch jeans, they are likely to buy half a dozen at a time. These are quite passive shopping, and these clothes are very similar in characteristics: black, lack of creativity, monotony.
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In order to solve these problems, Asos has increased the size of its men's clothing to 6XL. For the past five years, Asos has been designing suitable clothing for women who are tall and plump. Now Asos has begun designing tailored clothing for tall male customers.
Last month, Asos introduced wider and larger clothes. It will provide 4XL size clothing, which is 55 inches in the chest and 48 inches in the waist, but this is not enough for some people.
The large-size men's market has unlimited potential. The average waistline of men in the UK has been getting bigger in the past few decades and is currently 38 inches. And a considerable number of British men have far more than 38 inches of waist.
The prospects for large-size men's clothing are getting better. In fact, all men show great interest in fashion. Tamara Sender, a senior fashion analyst at Mintel, a market research and consulting company, said: “Today the men’s wear industry is growing at a much faster rate than women’s wear. Many retailers are expanding the men’s category and the number of large-size men’s clothing is also increasing.â€
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Sender said that men are also more obese than women, especially young men. Her research shows that 40% of young men have problems with being overweight or obese.
Due to the growing problem of obesity, the British clothing store Bad Rhino has increased the size of its clothes to 8XL and has adjusted the size of its clothing for the US market to 15XL.
Social media encourages retailers to provide consumers with more choices. Bruce Sturgell founded Chubstr in 2010. Chubstr is a website designed to help tall men dress up and build their confidence. "When I founded Chubstr, I lived in the Midwest of the United States where the shops did not provide the big men with a wealth of choices," Sturgell said.
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Sturgell does not resist the word "obesity," and he also believes he is about to enter the door to success. "The situation is changing. Companies that provide large-size clothing for obese people are emerging," said Sturgell.
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