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Wang Pu who is 1.64 meters talls and weighs 93
kilograms wins the beauty contest for overweight people in Nanjing, East
China's Jiangsu Province, April 2, 2006.
[newsphoto]
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"The reason we hold a
fashion show for these large-size women is because we think plus-size clothing
can be just as 'in' as a pair of tight, hip-hugging jeans," Yang says.
Clothing options for plus-size women have been limited in China, and the
clothes that are available are often out of synch with continually changing
fashion trends. The availability of different styles has left a lot to be
desired, but demand for a better selection is increasing as waistlines continue
to expand from Beijing to Guangzhou.
"Many Chinese people think plus-size clothing is for old people, but the
reality is that many young and middle-aged Chinese women are gaining weight due
to unhealthy dietary habits. They might be heavier than they used to be, but
they all still want to look fashionable and attractive," Yang says.
At Beijing Pang-pangshow, women can find tasteful, oversized shirts with
attractive lacing, and stylish skirts stitched with strings of beads. Every top
and bottom ensemble, whether casual or professional, comes in at least three
colours and five sizes.
With annual sales of more than 10 million yuan (US$1.2 million), Beijing
Pangpangshow has six outlets in Beijing and about 200 franchisees and retailers
throughout China.
Yang and Ma are obviously not the first to sense the large business potential
in the plus-size clothing market. But even in large Chinese cities such as
Shanghai and Guangzhou, there are a few shops selling plus-size clothing.
And although there are some competitors, Beijing Pangpangshow has managed to
distinguish itself. Other companies attempt to appeal to consumers by placing
rather fat mannequins in front of their stores, but Beijing Pangpangshow has
taken a more understated approach.
"We think those garish, oversized mannequins only attract the attention of
ordinary shoppers. They are an exaggeration, and they can be insulting to
plus-size women who might be sensitive about their weight. They won't enter
those shops because they don't want to be seen by other shoppers," Ma says.
Beijing Pangpangshow promotes itself by advertising in magazines and on TV,
by putting flyers and inserts in newspapers, and by distributing little
promotional cards in residential neighbourhoods. But the most important
marketing channel so far has been word-of-mouth.
"It's very important to create a comfortable shopping experience for our
customers so they will bring their friends and relatives to our shop again," Ma
says.
"We need to pay attention to all sorts of details."
In the summer,
for example, store air conditioners are set at slightly lower temperatures than
in other stores, to make the retail environment more comfortable for overweight
shoppers. Large couches and water dispensers are key features in every outlet,
in case plus-size customers become tired or need more fluids to combat
water-loss through excessive perspiration.
Fitting rooms are also larger than usual, to allow enough space for
fuller-figured women. Chairs in the changing rooms also need to be larger to
make it easier for customers to try on different items.
"Believe it or not, the size and the height of the chairs can affect your
monthly sales," Ma says.
"Overweight people usually feel squeezed and uncomfortable when sitting on
small chairs. If a chair is the perfect size, customers will feel more
comfortable and are more likely to try on different items," Ma explains.
Most shoppers at Beijing Pangpangshow are loyal customers.
(For more biz stories, please visit Industry Updates)