When it comes to plus-size clothing, most Indian brands use inclusive sizing. However, when it comes time to price the clothes, they charge an extra ‘fat fee’ for each additional piece of fabric they use. Is inclusive sizing a way for brands to remain relevant in the social media age? This article discusses inclusive sizing and the fat Tax imposed by fashion brands.
When it comes to plus-size clothing, most Indian brands use inclusive sizing. However, when it comes time to price the clothes, they charge an extra ‘fat fee’ for each additional piece of fabric they use. Is inclusive sizing a way for brands to remain relevant in the social media age? This article explains the meaning of inclusive sizing and how Indian fashion brands are imposing a fat tax.
In order to gain brownie points with their target audience, Indian brands feature models of all sizes. Fashion is now considered inclusive. It is available to everyone, regardless of their body size.
India’s fashion industry produces clothing primarily for sizes 0-12. This represents about half of the country’s consumers. The fashion industry labels curvy men and women according to their body shape. Curvy Indians are left with a limited range of styles and designs.
In order to combat this, Indian brands developed a strategy called inclusive sizing. This has received a great deal of support. Now, inclusive sizing is available for traditional styles and designs aimed at men and women over size 16. The average curvy Indian woman does not want designer clothes but rather regular clothing that is in line with global trends. They want the same clothes that a woman in a size eight wears, and they also want to show off their curves.
It is a problem that most designers use the EU, UK, or US as a source of measurements and inspiration for sizes. In contrast, only a few Indian designers try to understand Indian body types and proportions. These designers are not able to accommodate all sizes. Plus-sized clients are required to pay an additional fee for their size, or what’s commonly called a ‘fat tax.’
Fat TaTaxs is the additional amount designers charge to make large-sized garments. These extra charges are justified with the use of excess fabric or embroideries on oversized clothing. Plus-sized customers pay more for clothes that are available in the showroom at a set price. The brands portray themselves in their advertising as inclusive of all sizes, and they use plus-sized models to spread body positivity.
On the official website of a designer, for example, a black jacket with embroidered details in size “XS” costs Rs5,94.990, but size “4XL” costs Rs8,92.485. This is a price difference of Rs2,97495. This huge difference in price is evident across all fashion categories, from lingerie and lehengas to sarees.
The size-inclusive approach by fashion brands, despite the fat taTaxhas, has helped to break down the size barriers that have existed in the fashion industry for decades. This has led to a stereotypical view of small-sized women. Designers have adopted a new approach that allows plus-sized women and men to express themselves.
The inclusive size market, in addition to the cultural and social shifts this revolution brings about, is a whole new world for high fashion. Many established brands have adapted to the recent trend of plus-sized clothing. Brands can benefit from new opportunities in the market by embracing inclusive sizing across countries and geographies, as well as target audiences (men and women) and product segments.
The fashion industry in India is a vital part of the ‘plus-size’ segment, as more than half of all consumers do not fall into the standard size 0-12 bracket. The trend is also evident in the US.
Many designers are unwilling to cater to the needs of plus-size fashion despite the sizeable market. Even today’s designers use the outdated sizing charts that were established decades ago. Brands need to research and analyze the body measurements of Indians in order to ditch anachronistic charts and maintain the same prices for all sizes. The buyers will get more choices and a better fit without having to pay more.