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Yet plus-size apparel makes up just a sliver of the clothing on the market. Internet start-ups, armed with reams of data and often more nimble than traditional retailers, are filling that gap. Instead of creating “plus-size collections,” they are more often creating the same dress for every size — say, 0 to 36. They also are bucking long-held industry notions of what larger women should — and shouldn’t — wear, seizing on an opportunity that mainstream retailers have long ignored. They’re clearly on to something: Sales of plus-size apparel have been on the upswing. They grew

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