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1. INTRODUCTION
Traditionally, the plus size category in the UK has been a low priority, "afterthought" market that has been characterized by limited product availability, very few lines and sidelined fashion trends. More recently the combination of an aging population and expanding waste lines has many retailers taking notice of the growing demand and need for fashionable plus size women's apparel.
Marks and Spencer, conducted a survey that generated a lot of publicity, that found that British women are in fact getting bigger. From the results of this survey, Marks and Spencer announced it would assume 14 as its "base size", and altered the company's whole production process to account for the new size.
Today's plus-size women in the UK, similar are looking for fashionable, stylish clothing that will flatter their body types. For them the issue is no longer simply finding plus size clothing, but finding fashionable plus size clothing that meets their needs and life styles. The United Kingdom is showing increasing demand for women's plus size fashions, with 47% of UK's female population currently at size 14 or larger. The total market for plus-size clothing is estimated to be worth over $5 billion.
This report is focused around the launch of a brand called "Eve", in order to cater to the growing demand for high fashion, quality garments catering primarily to plus size women.
1.1. Statement of Aims and Objectives
In order to establish the aims and objectives, it was necessary to determine the strategy of growth for Eve as a brand.
Fig 1 : The Ansoff Growth Matrix
Ansoff describes four growth strategies that can be adopted by companies, bas ...