Full-figure bra sizes growing segment in US

Full-figure sizes are a growing segment within non-sport bras, now accounting for 43 per cent of dollar sales. The top selling bra size in the US is 38C, according to the Bra Sizing Report from The NPD Group, illustrating the importance of the full-figure segment. New visibility into bra sizing indicates expansion into extended sizing.

In 2017, US women’s bra sales held steady at nearly $7 billion, but the $5.2 billion non-sport bra segment declined slightly. The Future of Apparel, a new report from NPD, projects dollar growth in non-sport bras through 2019, indicating the segment is ripe for opportunity.

“The underserved full-figure and plus-size market continues to be one of retail’s major merchandising mistakes,” said Marshal Cohen, chief industry advisor, The NPD Group, Inc. “With retailers focusing on assortment productivity, brands adding new styles become a harder sell in proposition, but size extensions are a straightforward way to expand on successful existing assortments.”

Alpha sizing – commonly referred to as simple-sizing (S/M/L/XL) – is also on the rise in non-sport bras. In 2017, alpha-sized non-sport bras captured 18 per cent of non-sport bra dollar sales, which was an increase of three share points compared to the prior year. This growth directly aligns with the prevalence of comfort trends in overall apparel, says the report.

“Bra sizing insights at this level of granularity, which are critical to understanding and meeting the needs of the consumer, have not been accessible by the industry up to this point,” added Cohen. “Loyalty is a natural consequence of personal purchases, and providing the full-figure market with the bra options they seek expands the potential for a loyal customer base.”