Plus-size clothing are generally found in specialty clothing stores or out-of-the-way places in mainstream clothing stores. In 2017, some retailers are experimenting with combining the non-plus-size clothing and the plus-size clothing on the same racks in the same section of their stores. According to Paco Underhill, author of Why We Buy: The Science of Shopping, “[p]art of what they’re trying to do is recognize we live more in a size 12 or 14 or 16 world than we do a size 4 (one)…In a hypermarket store…where you’re selling both clothing and groceries and furniture and electronics and liquor, they want to be very careful not to turn someone off… If you are making that woman feel awkward about shopping for clothing, maybe she won’t buy her dishwasher soap or wine there, also.”

Geographic reference: United States
Year: 2013 and 2016
Market size: $17.4 billion and $20.4 billion respectively
Source: Zlati Meyer, “Meijer to Mix Misses, Plus Sizes,” Lansing State Journal, November 6, 2016, page 26A.
Original source: NPD Group