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Tapping into China’s Booming Plus-Size Market to Win Luxury Consumers’ Hearts
A wave of body positivity is sweeping across China, particularly among younger generations. On Xiaohongshu (RedNote), hashtags #拒绝身材焦虑 (Reject body anxiety) have surpassed 200,000 posts1, as more users share styling tips, confidence stories, and body-positive fashion.
This cultural shift is also reaching fashion media. Vogue China, a trendsetter in the luxury space, has featured plus-size models Chelsea Zhou and Zhao Li in recent editorials—signaling a turning point in mainstream representation and a new direction for the Chinese luxury consumer.
The Untapped Potential of China’s Plus-Size Market
China’s plus-size market is booming. In 2020, the market was valued at US$10.9 billion2, according to Coresight Research. In 2024, plus-size fashion in China is already represented 20% of the global market3. This expansion is forecasted to continue, with some reports projecting impressive growth to reach $74.2 billion by 20305.
On platforms like Taobao, over 410,000 online stores now identify as plus-size friendly4. However, most offer budget-friendly or fast-fashion products, leaving a gap at the premium end. While mass demand is clear, the luxury segment remains largely untapped.
What Today’s Plus-Size Chinese Luxury Consumer Really Wants
Although there’s an abundance of plus-size fashion available online, many shoppers remain disappointed with the offerings. Poor design, cheap materials, and a lack of recognizable branding continue to be common complaints.
The challenge isn’t about affordability—it’s about availability of quality.
Today’s plus-size consumers in China are willing to spend on brands that align with their sense of style and identity. Brands like Plusmall, founded by influencer Yang Tianzhen, have proven demand with reaching RMB 27.55 million in total sales during 2022 618 Shopping Festival. The appetite of Chinese luxury consumers for style and quality exists, yet luxury brands that embrace inclusive sizing is missing.
Growing Momentum: Brands Have Taken the First Steps
The movement toward inclusivity isn’t just driven by consumers—it’s gaining traction with brands, influencers, and fashion leaders. With over 35% of China’s adult population now considered plus-size4, the need for premium, size-inclusive fashion has never been clearer.
Some luxury brands already making moves in China’s plus-size space:
- Plusmall: Launched by influencer Yang Tianzhen, Plusmall made RMB 100 million (US$15M) in 10 months4, proving the demand for stylish, plus-size fashion.
- Victoria’s Secret: Appointed Yang Tianzhen as a “brand friend” in 2021 to represent its plus-size lingerie range in China, reflecting a major brand’s step toward localized inclusivity.
- Skims: Kim Kardashian’s shapewear brand officially entered the China market in 2021, with a focus on comfort-driven, body-inclusive essentials aimed at fashion-forward consumers.
These moves signal that the conversation is shifting, and early adopters are already capturing attention. Inclusive strategy could not only fill a market gap but also deepen emotional resonance with China’s evolving luxury consumer.
Partner with iClick to Capture the Plus-Size Luxury Opportunity
iClick helps global brands connect with Chinese luxury consumers through platforms like Xiaohongshu, Douyin, and WeChat. With the right strategy, inclusive sizing can go beyond representation and become a powerful tool for brand growth and engagement.
Contact us to explore how we can support your next campaign
Source:
1: https://www.scmp.com/lifestyle/fashion-beauty/article/3289261/chinese-plus-size-fashion-retailer-sick-very-ugly-clothes-launched-her-own-label
2: https://www.ellechina.com/fashion/news/a41964964/1668515658uu/
3: https://jingdaily.com/posts/china-s-plus-size-fashion-wake-up-call
4: https://www.voguebusiness.com/fashion/chinas-plus-size-market-big-business-opportunity
5: https://www.researchandmarkets.com/reports/6070105/plus-size-clothing-global-strategic-business?srsltid=AfmBOopIPuFj8SZ_s9icbL85JeTxG2SRVqb25Ww9mHLQ2FnkQAZKDtLQ
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