Zak is among online retailers who are culling customer complaints, preferences and measurements and arriving at the same conclusion: American women, who on average wear about a size 16, need bigger sizes.
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.