Since the introduction of ModCloth's private label plus-sized line in June of 2013, the plus-sized product assortment has broadened to contribute to 8% of the brand's overall revenue. When the plus-sized boutique was launched, the vintage inspired e-retailer's buyer was only able to get 35 out of their 1,500 approved vendors to agree to offer plus-sizes in their merchandise. Now, Modcloth has over 100 vendors contributing to their plus-size assortment, proving that the market is in demand and offers immense opportunities for expansion. In the U.S., consumer studies reveal that more women wear a size 16 dress than a size 0 and 2 combined, while 57% of women wear at least some clothing in sizes 16 and above. By specializing in presenting expertly-fitted, classy silhouettes to plus-size customers, ModCloth has emerged as a catalyst for change in the industry.
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