Plus-size children’s apparel: An exploration of consumption experiences among mothers of young girls

Abstract

Purpose

The purpose of this paper is to explore experiences with shopping for apparel among mothers of young girls who wear plus sizes.

Design/methodology/approach

A qualitative approach was employed to collect data, including in-depth interviews and online observation. Interviews were conducted with mothers because the literature indicates that they typically function as intermediaries between social forces and their children’s developing perceptions of self.

Findings

Three primary emergent themes were used to structure the interpretation: the style factor, a good fit and working around the label. Findings of this study reveal the extent to which the mothers face challenges in finding stylish, age appropriate and well-fitting plus-sized clothing for their young daughters, despite the increasing number of retailers offering expanded children’s sizes.

Originality/value

Despite the notable increase in children who wear plus sizes, there has been little research on the needs of this group, and particularly among those of early (3–5 years) and middle childhood (6–11 years). Although research on plus sizes among adolescents is on the increase, the difficulties of conducting research with younger children in general have likely resulted in a gap in knowledge about their plus-size apparel needs. However, this study offers new insight on the topic of plus sizes in apparel from the perspective of parents as household consumption decision makers.

Citation

Lee, Y. and Hodges, N. (2020), "Plus-size children’s apparel: An exploration of consumption experiences among mothers of young girls", Journal of Fashion Marketing and Management, Vol. 24 No. 1, pp. 1-13. https://doi.org/10.1108/JFMM-01-2019-0008