A wave of medical GLP-1 usage is triggering a massive change of the apparel market all over the United States. Ozempic, specifically, is making this change possible. A recent Rand national-representative survey estimated that 11.8% of U.S. adults have ever taken weight-loss drugs. What’s more, 14% of respondents expressed interest in experimenting with them. Just as consumers have gone through drastic major shifts in their body size, retailers are racing to catch up to their inventory. With this shift comes anxiety over accessibility and visibility of plus-size clothing.
These GLP-1 drugs effect on body size has caused a cultural moment of dramatic changes in consumer desirability. Avneet Singh, a prominent figure in the retail industry, noted that these medications are causing a notable movement in sizing trends. In particular, he noted that men who used to wear a 5–6XL are moving down into 3–4XL. This trend is leading retailers to rethink how they set shelf space and their overall inventory strategy.
As industry experts such as Mallorie Dunn are quick to warn, we should not jump to conclusions. They think that the retail market has incorrectly read the long-term effects of GLP-1 medications. She also reiterates that plus-size customers remain under-served and in need of, not less, but more options available to them. The evolving landscape raises questions about how brands will respond to these changing dynamics while ensuring inclusivity for all body types.
Retail Response to Changing Sizes
With GLP-1s on the rise, retailers across the landscape are adjusting their retail strategies to their prospects. Singh says what’s more troubling is stores are cutting back on which of these extended sizes make it to their racks. Therefore, this exacerbates the need for tighter size runs in brick and mortar spaces. Bottom line, he expects that greater proportions of 2XL and above will be declared “online-only” going forward, creating awkwardness in limiting the products available in store.
Jennifer Johnson, the founder of True Fashionistas, has made a thrilling find. In the last twelve months, she’s seen a dramatic change in her resale shop. In the past, her inventory was dominated by a wide offering of extra smalls and smalls. Today, she discovers that her extra small area is bigger than her extra-large area.
“Now it has completely flip-flopped. Our extra small area is smaller than our extra-large,” – Jennifer Johnson.
We’ve been watching inventory trends closely here at CoMo 360. Her sharp sense of resale trends and data empower her to make astute business decisions, recalibrating her store for maximum impact. Still, she notes that the demand for the smaller sizes has overwhelmed her. This huge increase does not make the need for extended and triple size any less.
Dunn argues that retailers must not scale back on their plus-size offerings, in response to GLP-1s joining the market. She claims that these drugs could help decrease the population of plump penny-payers. She thinks the market has more than enough space for plus-size options.
“Retailers and manufacturers should absolutely not be making less plus-size clothing because of GLP-1 drugs. Plus-size customers are grossly underserved as it stands — they need more options, not less,” – Mallorie Dunn.
The Booming Resale Market
Janet Curran, owner of eco-fabric retailer Do Good Co., has experienced what she considers a tidal wave of interest in smaller widths among customers in her store. She attributes this trend to what she calls the “Ozempic effect.” As consumers’ bodies go through various phases of weight loss, turnover for the lesser sizes has quickened.
“We’ve seen a real shift in our donation patterns and customer needs since more people started using weight loss medications. There’s been increased demand for smaller sizes and more frequent turnover as customers transition through different stages,” – Janet Curran.
Yet this growth of the resale market is indicative of a much larger societal shift fueled largely by health concerns. As individuals adopt new lifestyles influenced by weight-loss medications, they are likely to seek out clothing that aligns with their evolving identities. Curran’s observations highlight the competitive imperative on retailers to be able to pivot rapidly in response to where consumer demand is headed.
Singh further bolsters this perspective by pointing out that the demand doesn’t go away, it just gets diverted.
“It just changes where the demand sits,” – Avneet Singh.
Retailers are being forced to change with the times. They need to figure out how to make their brand purposeful and inclusive for all shades of the body spectrum.
Addressing Inclusivity Amidst Change
Industry leaders are quick to point out that the emergence of GLP-1s doesn’t mean plus-sized clothing no longer needs to exist. Kara Richardson Whitely, founder of the Gorgeous Agency, articulates this sentiment clearly:
“Just because these medicines exist doesn’t mean that fat people suddenly don’t,” – Kara Richardson Whitely.
Whitely believes that health trends will eventually drive color sizing updates. He wants to make it clear that the plus-size market is a robust one that retailers should not overlook. Failure to acknowledge this influential demographic may risk their brand loyalty and customer satisfaction.
In addition to keeping up with America’s growing waistlines, Singh emphasizes that tall sizes are equally essential.
“If you ignore Tall, you’re telling a big chunk of customers they’re an afterthought,” – Avneet Singh.
As the women’s apparel market continues to grow, retailers should accept that there isn’t one ideal body type, and therefore all of their customers need to be catered to.
Now more than ever, markets are adapting to the changing health landscape. Apparel brands and retail sectors need to embrace change with intentionality and inclusiveness in order to remain relevant. By considering the varied needs of all consumers, they can maintain relevance and capture a wider audience in an ever-changing landscape.