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 6 percent, to $21.4 billion, last year, outpacing the 2 percent growth in the overall women’s clothing market, according to research firm NPD Group. Stitch Fix, an online styling service, recently began offering up to size 24W across 90 brands. EShakti, which offers customizable clothing in sizes 0 to 36W, has been steadily increasing its range with promising results: Sizes 14 and up account for 52 percent of the company’s sales. And at online retailer ModCloth, nearly three-quarters of clothing is available in every size from XXS to 4X.
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