Post by bodacious on Jun 1, 2005 17:45:51 GMT -5
Please read this article from the Calgary Herald and let us know what you think of the quotes. We're very happy with the article and how well we were represented but we're shocked and offended by Chip Wilson's (Lululemon) quotes. Please let us (and anyone else who'll listen) know what you think!
Work it Out: Part 3 in a five-part series looks at why exercisewear is so hard to find for women in the plus-size category
Calgary Herald
Tuesday, May 31, 2005
Page: F1 / FRONT
Section: Real Life
Byline: Gwendolyn Richards
Source: Calgary Herald
Series: Making Fashion Fit
Heading to the gym in an old T-shirt and faded spandex shorts, only to be surrounded by those in trend-setting clothes, makes me feel even more like the odd woman out.
But finding a comfortable, fun outfit as a plus-size woman has proven to be a tougher slog for this girl than an hour on the treadmill.
"If you think you look good, you're so much more prepared for your workout," says Robin Masciangelo, owner of She Athletic Wear in Calgary.
"Everyone wants to look good in whatever they're doing," says Lorna Ketler, co-owner of Bodacious, a Vancouver store that carries only sizes 10 to 24. "I feel more like exercising when I have nice clothes to wear."
But wanting that motivating clothing and finding it in a nearby store has proven challenging, despite widely circulated reports that show 62 per cent of North American women are size 12 or bigger and the most commonly sold dress size on the continent is a 14.
The plus-size market is the fastest growing segment in North America, up 49 per cent since 2000, according to retail research group NPD Fashionworld.
But, while doctors and the media keep pointing out the need for plus-size people to get physical, the fitness wear industry isn't heeding the call.
All this begs the question: Why aren't people like me considered part of the market? If it's a matter of "look good, get motivated," then what about those of us who can't walk into just any athletic store and find something to wear?
Carrying plus-size athletic wear boils down to a question of economics and demand, say retailers such as the wildly popular Lululemon Athletica and the locally owned Helia Sports activewear store for women.
Lululemon founder and CEO Chip Wilson says it takes 30 per cent more fabric to put together larger sizes. That stretchy fabric doesn't come cheap, and he believes women looking for those larger sizes aren't willing to shell out the extra money.
"It's a money loser, for sure," he says. "I understand their plight, but it's tough."
If Wilson charged more for plus-size clothes to recoup costs, he's sure he would be taken to the human rights commission. Plus-size people, he says, are very sensitive.
At Helia Sports on 17th Avenue S.W., shelves are stocked with extra-large clothing, but that means a size 12 in most lines. (Size 12 is an extra-large at Lululemon, too.)
"It's just not really our customer," says Kourteney Penner, a sales clerk at Helia Sports.
When they opened 18 months ago, the store's focus was on smaller sizes, Penner says, but that doesn't mean they are unwilling to carry more plus-size options.
"We have increased our extra-large orders," she says.
They are not, however, actively searching out athletic wear that would work on bodies larger than size 12.
For Michele Forsgren, attempting to buy athletic wear ranks up there with bra shopping and trying to find the perfect pair of jeans. A size 18, she finds it intimidating to go into athletic stores that don't carry clothes in her size.
"I always say to the store clerk, 'I guess fat people don't exercise,' " she says.
In sloppy clothes, Forsgren feels she sticks out at the gym. "I feel like I'm different than everybody else."
That contributes to low self-esteem. And it makes her want to avoid the gym.
Even store owners who want to tap into the plus-size market have their troubles. For instance, many standard lines don't carry larger sizes.
Ketler, of Vancouver's Bodacious, suspects that's because of image concerns. If a brand is perceived as representing all things fit and healthy, seeing that logo on a larger woman is counterproductive.
Ketler and co-owner Barb Wilkins were forced to approach a designer and develop their own line of exercise wear after it became apparent there was little available for those over size 14.
"There wasn't anything fun or with good lines," Ketler said.
As for Masciangelo, when she opened her store just shy of a year ago, she was determined to stock shelves with clothes for women of all sizes. But she butted up against a problem that still pervades retail. There was no consistency in sizes between brands and she struggled to find anything that would fit women beyond size 14.
It took a chance Internet search and a connection with Bodacious to lead Masciangelo to the Go Figure line.
Created by Vancouver designer Kim Ellis-Durity, the line includes hip skorts, colourful tanks and yoga capris. All come in sizes up to 24.
Go Figure clothes join those from other independent labels and mainstream lines in all sizes at She Athletic Wear.
(In addition, Masciangelo organizes She Athletic Wear by colour, not by size, allowing women of all sizes to shop the entire store instead of heading into the plus-size ghetto.)
Back at Bodacious, Ketler and Wilkins have pondered the dearth of plus-size athletic wear, but can't come up with any reasons why other stores and companies haven't realized they're missing a major market.
"It doesn't make financial sense," she said.
But some companies are recognizing the need to court the plus-size buyer. Coming this fall, Champion is launching a line that will help clothe those looking for choices beyond loose T-shirts and spandex shorts. And some lines are expanding to include the requisite undergarments to keep everything in place. The new Shock Absorber Sports Bras come in sizes up to 40G and are designed to "ban the bounce." (You can check them out and order them or others at http://www.sportsbras.ca.)
Masciangelo has already ordered stock in the new lines; she remembers her own struggle to find athletic wear when she weighed 200 pounds after giving birth to her first child. With few options, she threw on her husband's boxy shirts and shorts.
"I had to roll the waistband down because it was up at my armpits," she says.
Having been in the same position once, she knows what women like me are still going through.
Now, she's looking forward to showing women that bigger and baggier is not better.
"It's a big leap for some women to go from baggy clothes to something that's a closer fit," she says.
Perhaps because that's all we're used to wearing.
grichards@theherald.canwest.com
- - -
Where to find plus-size gear
- She Athletic Wear, 101 638 11th Ave. S.W., 262-7017
- Sportsbras.ca, Bay 11, 2219 35th Ave. N.E., 270-4250
- Bodacious, www.bodacious.ca
- Go Figure, www.gofigurego.com
Making Fashion Fit
- May 17: Nothing to wear
- May 24: Change your underwear
- Today: Work it out
- June 7: Get it made
- June 14: Act your age
Illustration:
• Colour Photo: Colleen De Neve, Calgary Herald / Andrea black tank top with racer back and shelf bra, $40.
• Colour Photo: Colleen De Neve, Calgary Herald / Robin T-shirt by Go Figure, $34. Colour Photo: Colleen De Neve, Calgary Herald / A Dominique pink and fuschia sleeveless T-shirt by Go Figure, $27. Colour Photo: Colleen De Neve, Calgary Herald / Leigh yoga pant by Go Figure, $66. Photo: Colleen De Neve, Calgary Herald / Lynta bike shorts, $35, by Go Figure are an option for plus-size women.
Idnumber: 200505310003
Edition: Final
Story Type: Series
Length: 1110 words
Illustration Type: Colour Photo Black & White Photo
Work it Out: Part 3 in a five-part series looks at why exercisewear is so hard to find for women in the plus-size category
Calgary Herald
Tuesday, May 31, 2005
Page: F1 / FRONT
Section: Real Life
Byline: Gwendolyn Richards
Source: Calgary Herald
Series: Making Fashion Fit
Heading to the gym in an old T-shirt and faded spandex shorts, only to be surrounded by those in trend-setting clothes, makes me feel even more like the odd woman out.
But finding a comfortable, fun outfit as a plus-size woman has proven to be a tougher slog for this girl than an hour on the treadmill.
"If you think you look good, you're so much more prepared for your workout," says Robin Masciangelo, owner of She Athletic Wear in Calgary.
"Everyone wants to look good in whatever they're doing," says Lorna Ketler, co-owner of Bodacious, a Vancouver store that carries only sizes 10 to 24. "I feel more like exercising when I have nice clothes to wear."
But wanting that motivating clothing and finding it in a nearby store has proven challenging, despite widely circulated reports that show 62 per cent of North American women are size 12 or bigger and the most commonly sold dress size on the continent is a 14.
The plus-size market is the fastest growing segment in North America, up 49 per cent since 2000, according to retail research group NPD Fashionworld.
But, while doctors and the media keep pointing out the need for plus-size people to get physical, the fitness wear industry isn't heeding the call.
All this begs the question: Why aren't people like me considered part of the market? If it's a matter of "look good, get motivated," then what about those of us who can't walk into just any athletic store and find something to wear?
Carrying plus-size athletic wear boils down to a question of economics and demand, say retailers such as the wildly popular Lululemon Athletica and the locally owned Helia Sports activewear store for women.
Lululemon founder and CEO Chip Wilson says it takes 30 per cent more fabric to put together larger sizes. That stretchy fabric doesn't come cheap, and he believes women looking for those larger sizes aren't willing to shell out the extra money.
"It's a money loser, for sure," he says. "I understand their plight, but it's tough."
If Wilson charged more for plus-size clothes to recoup costs, he's sure he would be taken to the human rights commission. Plus-size people, he says, are very sensitive.
At Helia Sports on 17th Avenue S.W., shelves are stocked with extra-large clothing, but that means a size 12 in most lines. (Size 12 is an extra-large at Lululemon, too.)
"It's just not really our customer," says Kourteney Penner, a sales clerk at Helia Sports.
When they opened 18 months ago, the store's focus was on smaller sizes, Penner says, but that doesn't mean they are unwilling to carry more plus-size options.
"We have increased our extra-large orders," she says.
They are not, however, actively searching out athletic wear that would work on bodies larger than size 12.
For Michele Forsgren, attempting to buy athletic wear ranks up there with bra shopping and trying to find the perfect pair of jeans. A size 18, she finds it intimidating to go into athletic stores that don't carry clothes in her size.
"I always say to the store clerk, 'I guess fat people don't exercise,' " she says.
In sloppy clothes, Forsgren feels she sticks out at the gym. "I feel like I'm different than everybody else."
That contributes to low self-esteem. And it makes her want to avoid the gym.
Even store owners who want to tap into the plus-size market have their troubles. For instance, many standard lines don't carry larger sizes.
Ketler, of Vancouver's Bodacious, suspects that's because of image concerns. If a brand is perceived as representing all things fit and healthy, seeing that logo on a larger woman is counterproductive.
Ketler and co-owner Barb Wilkins were forced to approach a designer and develop their own line of exercise wear after it became apparent there was little available for those over size 14.
"There wasn't anything fun or with good lines," Ketler said.
As for Masciangelo, when she opened her store just shy of a year ago, she was determined to stock shelves with clothes for women of all sizes. But she butted up against a problem that still pervades retail. There was no consistency in sizes between brands and she struggled to find anything that would fit women beyond size 14.
It took a chance Internet search and a connection with Bodacious to lead Masciangelo to the Go Figure line.
Created by Vancouver designer Kim Ellis-Durity, the line includes hip skorts, colourful tanks and yoga capris. All come in sizes up to 24.
Go Figure clothes join those from other independent labels and mainstream lines in all sizes at She Athletic Wear.
(In addition, Masciangelo organizes She Athletic Wear by colour, not by size, allowing women of all sizes to shop the entire store instead of heading into the plus-size ghetto.)
Back at Bodacious, Ketler and Wilkins have pondered the dearth of plus-size athletic wear, but can't come up with any reasons why other stores and companies haven't realized they're missing a major market.
"It doesn't make financial sense," she said.
But some companies are recognizing the need to court the plus-size buyer. Coming this fall, Champion is launching a line that will help clothe those looking for choices beyond loose T-shirts and spandex shorts. And some lines are expanding to include the requisite undergarments to keep everything in place. The new Shock Absorber Sports Bras come in sizes up to 40G and are designed to "ban the bounce." (You can check them out and order them or others at http://www.sportsbras.ca.)
Masciangelo has already ordered stock in the new lines; she remembers her own struggle to find athletic wear when she weighed 200 pounds after giving birth to her first child. With few options, she threw on her husband's boxy shirts and shorts.
"I had to roll the waistband down because it was up at my armpits," she says.
Having been in the same position once, she knows what women like me are still going through.
Now, she's looking forward to showing women that bigger and baggier is not better.
"It's a big leap for some women to go from baggy clothes to something that's a closer fit," she says.
Perhaps because that's all we're used to wearing.
grichards@theherald.canwest.com
- - -
Where to find plus-size gear
- She Athletic Wear, 101 638 11th Ave. S.W., 262-7017
- Sportsbras.ca, Bay 11, 2219 35th Ave. N.E., 270-4250
- Bodacious, www.bodacious.ca
- Go Figure, www.gofigurego.com
Making Fashion Fit
- May 17: Nothing to wear
- May 24: Change your underwear
- Today: Work it out
- June 7: Get it made
- June 14: Act your age
Illustration:
• Colour Photo: Colleen De Neve, Calgary Herald / Andrea black tank top with racer back and shelf bra, $40.
• Colour Photo: Colleen De Neve, Calgary Herald / Robin T-shirt by Go Figure, $34. Colour Photo: Colleen De Neve, Calgary Herald / A Dominique pink and fuschia sleeveless T-shirt by Go Figure, $27. Colour Photo: Colleen De Neve, Calgary Herald / Leigh yoga pant by Go Figure, $66. Photo: Colleen De Neve, Calgary Herald / Lynta bike shorts, $35, by Go Figure are an option for plus-size women.
Idnumber: 200505310003
Edition: Final
Story Type: Series
Length: 1110 words
Illustration Type: Colour Photo Black & White Photo