A report by GlobalData on global trends in the niche clothing sector suggests extending sizing across core ranges is preferable for shoppers, with 73.8% citing it would give them "greater choice."

The ‘Niche Clothing Trends in the Global Market‘ report by GlobalData states 71.1% out of the 2,000 surveyed feel that not enough retailers stock niche ranges. While 62.7% find it difficult to shop for niche clothing, with another 61.5% stating that they would like more retailers to provide styling advice for their size and shape.

Brands extend core size ranges

However, GlobalData points out that the emergence of the body positivity movement focusing on the acceptance of all body types, and championed by influential figures is pushing brands to “adjust” their size offerings to cater to a more diverse range of body types.

It explains: “Instead of releasing tokenistic, smaller plus size ranges that have a limited amount of options, many brands have been extending the sizes available in their core ranges, to make plus size shoppers feel more included and give them wider choice.”

GlobalData apparel analyst Pippa Stephens is of the view that while an increasing number of fashion brands are now launching plus-size ranges, this segment is still relatively unsaturated.

This is evident from AK Retail Holdings’ acquisition of plus-size brand Evans earlier this month in an £8m ($10m) deal that was labelled a “positive move” by Stephens, noting the potential this niche sector holds.

In addition to this, the report highlights that premium brands have also finally started to prioritise inclusivity. Rixo was one such brand that announced in September 2022 it had extended its size range from a UK size 20 to 24, and in February 2023, it was widely celebrated for using plus-sized models at London Fashion Week.

Adaptive clothing is fast-growing

The report further suggests that while segments like plus size and petite have been sold by brands for many years, adaptive apparel is a much less established market, providing players with huge potential to grow.

Adaptive apparel is said to integrate easy-to-use fastenings like Velcro and zippers into designs, as well as other modifications to make it simpler for disabled consumers to wear items.

Tommy Hilfiger has been one of the key trailblazers in the market, having launched an “adaptive apparel” range in October 2017 designed to allow ease of dressing for individuals and caregivers, removing the difficulties of negotiating steps such as buttons or zippers, and helping those who may lack a full range of motion.

However, other players are also increasing their focus on the segment. For instance, around November 2019, US sportswear giant Nike made a strategic investment in Handsfree Labs, a specialist in hands-free footwear technology that enables consumers to step in and out of shoes more easily without lacing or the use of hands.

From sportswear brands to traditional footwear manufacturers, the industry is being compelled to reimagine its strategies and explore adaptive and more functional designs, as market trends continue to favour inclusivity.

Sorel Footwear and e-commerce company, Zappos Adaptive recently collaborated to release shoes with adjustable straps, and enlarged heel pull loops to fit the needs of people with disabilities.

These innovations, as GlobalData explains, are allowing the market to experience fast growth, and it is only expected to keep expanding as more brands increase their inclusivity.

Sportswear players target women’s health to boost sports participation

According to Sport England, 39% of women aged 16 and over do not participate in regular physical exercise, compared to 35% of men, with lack of time, body confidence and menstrual cycles cited as barriers.

GlobalData shares that despite a greater involvement of women in sports in recent years, there remains a gender exercise gap. It continues to explain how this gap widens among postpartum women, as it is widely acknowledged that sports participation drops off after having children.

Sportswear brands have been therefore seeking opportunities to close the gap, by offering products specially tailored to women’s needs. In 2020, Nike became the first major sports specialist to launch a maternity collection, focusing on fit, comfort and support.

GlobalData believes that despite mainstream fashion brands such as H&M already offering maternity sportswear, Nike’s position as a specialist allowed it to offer greater innovation and technicality. Moreover, extensive analysis went into the design and production of the collection, and it incorporated special features such as discreet layers to accommodate pumping and breastfeeding, as well as flexible waistbands.

Petite and tall female shoppers still underserved

The report also brings to light that as the fashion industry steps up to become more inclusive, short and female consumers are still largely underrepresented within the fashion market even though “petite” tops the most purchased niche womenswear categories as of April 2023, closely followed by “plus size.”

This makes “petite” the most important niche segment for retailers to offer, given the greater consumer demand, with the “Tall” category relatively far behind in fourth place accounting for 13.4% of demand.