More U.S. Women Report Wearing a Size 16 Dress Than a Size 2 and 0 Combined — ModCloth Introduces Full Range of Sizes

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Vintage-inspired apparel and décor e-tailer ModCloth aims to redefine industry standards.

ModCloth, March 2013

No matter her size, shape, or style, we want to help every woman find designs that delight her and make her feel like the best version of herself.

Since 2002, ModCloth has been the premier online shopping destination for all things vintage-inspired — from women’s apparel to retro home décor, the site offers unique items sourced from designers around the world. Studies show that the average American woman wears a size 14, which is the size cap for many U.S. retailers. Now, ModCloth is offering a wider range of clothing sizes (including 16/18-28/30) to ensure a seamless social shopping experience for the entirety of their community.

“Our community is asking for more sizes, and we’re thrilled to provide them,” says ModCloth Co-Founder and Chief Creative Officer Susan Gregg Koger. “No matter her size, shape, or style, we want to help every woman find designs that delight her and make her feel like the best version of herself.”

ModCloth conducted an online consumer survey featuring a representative sample of more than 5,000 U.S. women of mixed sizes ages 15-65. The study concluded that a large portion of the market wears sizes that fall into what the industry defines as both standard and plus sizes, showcasing how a large portion of the market falls somewhere between the two. Additionally, many of those women are avid online shoppers.

Survey Highlights:

  • More U.S. women report wearing a size 16 dress than a size 2 and 0 combined.
  • ⅓ of U.S. women wear a mix of what is considered standard and plus sizes.
  • 57% of U.S. women wear at least some clothing in sizes 16 and above.
  • U.S. women who primarily wear plus sizes are twice as likely than those who don’t to shop online daily.
  • U.S. women who primarily wear sizes 16 and above indicate that they buy over 50% more of their clothing online compared to women who only wear standard sizes.
  • Almost ½ of U.S. women who predominantly wear size 16 and above report having bought clothing online in the past 6 months, compared to approximately ⅓ of those who never wear sizes 16 and above.

Offering a full range of clothing sizes is not the only way the brand is aiming to satisfy the needs of this underserved community. ModCloth showcases a range of models who wear a variety of sizes, including recruiting their employees and customers as models in their creative campaigns. Also, inclusive site features, such as their Style Gallery, invite community members to post their own outfit photos to share their looks with each other and, in turn, foster a community where all are welcome, regardless of size or personal style.

Friday, June 14th, ModCloth will host a pop-up shop event where customers, bloggers, and media alike are invited to have a hands-on experience with the product ModCloth will be carrying in a full range of sizes, a first for the non-brick-and-mortar store.

Elegance for All: A Pop-Up Shop by ModCloth

About ModCloth:

ModCloth is an innovative e-tailer and social shopping community for indie and vintage-inspired style enthusiasts. ModCloth’s mission is to change the way fashion is discovered, developed, and delivered around the world. The company was founded in 2002 by husband and wife Eric Koger and Susan Gregg Koger, who now have a team of over 450 employees helping them make their vision a reality. ModCloth is backed by Accel Partners, First Round Capital, Floodgate, Harrison Metal, StubHub founder Jeff Fluhr, and Norwest Venture Partners.

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Rebecca Silliman
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