What Does Body Inclusivity Mean?

Have you struggled to find the right size for an item in a store? Most of the time, it’s a yes. But times are changing, and a new movement called “body inclusivity” or “size inclusivity” is sweeping through industries, advocating for representation, respect, and inclusivity.

What are the roots of this shift? Or wondering how body inclusivity is reshaping industries and redefining success? Let’s dive in and uncover what it means to truly embrace every size.

What does body inclusivity mean?

Body inclusivity or size inclusivity is about embracing diversity in all its glorious forms. In the apparel industry, size inclusivity means offering products in a wide range of sizes and creating campaigns that represent all body shapes and sizes. The goal is to acknowledge body differences and provide products that real people wear.

In the past, the apparel industry exclusively made clothes that conform with the beauty norms which usually means clothes in smaller sizes. This lack of diversity has marginalized a vast majority of customers who don’t fit into the common beauty standards.

Body inclusivity is here to flip this narrative and change the industry toward a more realistic and accessible to everyone. By embracing diversity and challenging the “beauty standards”, body inclusivity ensures that everyone feels seen, included, and respected.

A Brief History of Size Inclusivity

The movement didn’t sprout overnight. It’s been a long journey dating back to the 1960s. It started out as Fat Acceptable movement that rallied against the discrimination toward fat people in the workplace. In 1969, Bill Fabrey started The National Association to Advance Fat Acceptance (NAAFA). This was a pivotal moment in challenging the discrimination faced by larger-bodied individuals.

Fast forward to the 1990s, when plus-sized models like Emme began to appear in mainstream media, making waves in the fashion world.

The 2010s brought social media into the mix, giving body inclusivity a platform to rise above. Campaigns like Dove’s Real Beauty (2004) and hashtags such as #BodyPositivity revolutionized conversations about beauty.

By 2019, even the high fashion industry got on board, with brands like Savage X Fenty championing diverse bodies on runways.

Nowadays, brands have become more aware of the body positivity movement and gearing toward more size-inclusive product development.

Principles of body inclusivity

• Respect: At its core, body inclusivity means acknowledging that all body types matter. This means steering clear of body shaming, harmful stereotypes, or exclusionary language in branding. Think of it as a “no judgment zone" for your brand.
• Inclusivity: Being inclusive means ensuring that everyone feels welcome and included and that their voices are heard. Make sure that you have factored customers’ body diversity in every aspect of the business.
• Diversity: No two bodies are alike, and that’s a reality! A one-size-fits-all mindset is not just unrealistic but also dangerous. Recognizing body diversity will help you cater to a wider audience with different body forms.
• Transparency: Providing clear and honest information about sizing and fit is one way to practice inclusivity. Transparent sizing makes it easy for customers to find the right size. Sometimes, it also means admitting that you do not have a suitable size for everyone. However, being upfront about it shows that you are acknowledging your shortcomings and commitment to improvement.
• Empathy: Empathy means understanding your customers’ struggles with finding comfortable, flattering options. It’s the first step toward creating products that truly fit their needs.
• Social Responsibility: Body inclusivity isn’t just a marketing tactic. Instead, it should come from a place of honesty and responsibility. Don’t just try to sell products but commit yourself to a larger goal – shifting the societal attitudes. Beyond making more sizes, it also means spreading the messages and joining hands with others to promote the cause.

Why Apparel Brands Should Pay Attention to Size Inclusivity?

Inclusive sizing isn’t just an ethical choice—it’s a smart business move. In fact, it could be the key to unlocking new opportunities, driving revenue, and building stronger connections with your audience.

Tapping Into a Growing Goldmine

Valued at $288 billion in 2023, the plus-size clothing segment is a booming market, and It’s expected to skyrocket past $500 billion by 2033!

In the U.S. alone, plus-size clothing captured 82% of North America’s market revenue in 2023. In the UK, 67% of women are wearing sizes above 18. These numbers blatantly show that this isn’t a niche—it’s a majority.

If you’re wondering whether this market is worth pursuing, ask yourself: Can you afford not to? Ignoring it means leaving money on the table.

Enhanced Revenue

The most successful brand in size inclusivity must be a lingerie and activewear brand, Aerie. With its Aerie Real campaign that featured unretouched images of models of all sizes, shapes, and abilities, the brand has achieved double-digit sales growth for 20 consecutive quarters.

When you offer more sizes, you’re not just meeting demand—you’re expanding your revenue.

Customer Expectations: Representation Isn’t Optional Anymore

Millennials and Gen Z are clear about what they want from brands: diversity, authenticity, and a commitment to social responsibility. Over 94% expect companies to take a stand on important issues, and 90% prefer buying products they believe benefit society.

Excluding larger sizes isn’t just a missed opportunity—it’s a glaring oversight that can tarnish your brand. Lululemon, Brandy Melville, and Victoria’s Secret, for example, are some of the brands that have encountered major backlash for their non-inclusive-size products.

Consumers today value body positivity, ranking it as a top-four ethical consideration when shopping. If you’re not reflecting their diversity, you’re alienating potential buyers—and possibly damaging your reputation.

Building Loyalty

And with plus-size shoppers increasingly seeking brands that celebrate their individuality, your efforts could pay off not only in revenue but also in brand royalty

When customers see themselves represented in your brand and are happy with the products, they will feel seen and celebrated. That emotional connection translates to loyalty, glowing reviews, and enthusiastic word-of-mouth marketing. Imagine the ripple effect of one satisfied shopper sharing their experience with ten others!

Staying Ahead in a Crowded Marketplace

It’s not just about avoiding backlash—it’s about standing out as a brand that genuinely values its customers. And in a crowded marketplace, being genuine is a surefire way to win hearts—and wallets. Brands that overlook size inclusivity risk losing market share to competitors who embrace it wholeheartedly.

How to make your brand size-inclusive?

1. Offer a Wide Size Range

Offering clothing sizes that truly fit everyone, from XXS to 6XL or beyond, is the first step to making your brand size-inclusive.

But it doesn’t end there: You must all also commit to making your product look equally stylish, well-fitting, and comfortable across the size range.

• Fit for All: Start designs with diverse body shapes in mind. Torrid, a plus-size fashion leader, designs from scratch for sizes 10–30, ensuring proportions and details suit larger frames.
• Comfort and Functionality: Incorporate stretch fabrics, adjustable waistbands, and breathable materials. For example, Levi’s Plus line uses stretch denim that adapts without losing shape.

2. Representation: Diverse Marketing and Representation

Your size-inclusive strategy might take a wrong turn if you just thoroughly and consistently reflect it in your marketing.

• Body Diversity in Campaigns: Use models of all sizes, shapes, and heights in your ads. Aerie’s Aerie Real campaign is a shining example, ditching heavy photo editing and celebrating real, diverse bodies.
• Social Media Representation: Highlight user-generated content featuring customers of all sizes. Tagging influencers of diverse body types creates relatability and amplifies your message.

Through these marketing campaigns, don’t forget about authenticity. Avoid excessive retouching images and how your clothes and body diversity actually look like.

3. Provide transparent and detailed sizing information

Transparency helps customers make informed decisions.

• Comprehensive Size Charts: Include measurements for key areas like hips, bust, and inseam. Even better, add tips for finding the perfect fit.
• Fit Descriptions: Use terms like “relaxed fit” or “form-fitting” so customers know what to expect.
• Virtual Try-On Tools: Invest in tools like AR fitting rooms to help customers visualize how clothes will look on their bodies.

ASOS excels here by offering a “Fit Assistant" that uses data to predict the best size for each customer. It’s a small feature with big results.

4. Design inclusive Shopping Experience

Shopping should feel seamless for everyone—online or offline.

• Unified Layouts: Avoid separating extended sizes into different sections in physical stores. Keep all sizes together to create a unified shopping experience. Old Navy’s BODEQUALITY initiative proved how effective this can be, making every shopper feel valued.
• Customizable Options: Offer made-to-order sizing or adjustable features for those with specific needs.
• Flexible Return Policies: If a size doesn’t work out, make returns or exchanges hassle-free.

Why should extended-size shoppers feel like an afterthought? Creating an inclusive shopping experience turns first-time buyers into lifelong fans.

Challenges in Implementing Size Inclusivity

Embracing size inclusivity sounds like a win-win, doesn’t it? But let’s not sugarcoat it—getting there involves its share of hurdles. The good news? These challenges aren’t insurmountable. By tackling them head-on, you can make your brand not only inclusive but also deeply trusted by your customers.

Cost Considerations

Expanding your size range often means higher production costs. Larger garments require more fabric, different patterns, and specialized equipment. This is a major challenge for brands, especially smaller ones.

But here’s the thing: smart strategies can ease the financial strain. For instance:

• Focus on Core Pieces: Start by offering extended sizing in your best-selling items. This lets you test the waters without overextending your resources.
• Work with Flexible Manufacturers: Look for suppliers experienced in producing diverse size ranges. Brands like Torrid and Eloquii work with manufacturers who specialize in inclusive apparel, ensuring quality without exorbitant costs.
• Small Runs for Testing: Launch limited-size runs to gauge demand. It’s better to test than to overproduce and face inventory headaches.

Think of it as an investment. When Christian Siriano expanded his line to include plus sizes, his revenue tripled. Sometimes, you have to spend money to make money.

Educating Your Team

Inclusivity isn’t just a box to check—it’s a mindset. And mindsets need shaping.

Start by training your team on body diversity and the importance of inclusivity. This isn’t just about marketing buzzwords; it’s about creating a welcoming environment. Consider these steps:

• Customer Service Training: Equip staff with the tools to assist customers of all sizes without making them feel judged. Ever heard of that viral Nordstrom story? A customer praised an associate for effortlessly helping her find stylish plus-size options, leaving her feeling valued instead of singled out.
• Collaborate with Experts: Bring in consultants who specialize in body inclusivity to guide your team.
• Inclusive Language: Encourage language that celebrates all bodies. Replace terms like “flattering” (which implies hiding flaws) with “accentuates” or “enhances.”

When your team understands the “why,” they’ll execute the “how” with sincerity.

Consistency Across Product Lines

Nothing screams “token effort” like a single size-inclusive collection that vanishes after one season. Inclusivity must run deeper than a marketing campaign.

Here’s what consistency looks like:

• Uniform Standards: Ensure every product, from your basics to your premium line, offers the same size range. Nike, for example, includes plus sizes in both its everyday activewear and performance gear.
• Inventory Balance: Avoid stocking fewer options in extended sizes. Customers notice—and they’ll call you out.
• Long-Term Commitment: Treat inclusivity as a core value, not a fleeting trend. Take the time to regularly review your offerings and listen to customer feedback.

Imagine walking into a bakery where they sell gluten-free muffins—just once a month. How would that make you feel? Sporadic efforts dilute trust.

Yes, implementing size inclusivity has its share of bumps in the road. But each challenge is an opportunity to show your customers you care. So, what’s holding you back from taking that first step?

Bad practices of Size Inclusivity to avoid

Tokenism

A brand promotes their new collection as size-inclusive with sizes up to 6XL. Still, they offer only a handful of styles in extended sizes, leaving most of the collection inaccessible to larger customers. Or when brands offer only the larger sizes and do not acknowledge the petite sizes, these can all be called out as tokenism.

In such cases, customers may feel excluded and see the brand’s efforts as performative rather than genuine.

How to avoid: Ensure inclusivity applies to the majority of your product line, not just a select few items. Commit to offering a consistent range of sizes across all categories.

Poor Fit and Proportions for Larger Sizes

Many brands think of size inclusivity as simply scaling up smaller sizes. However, a true commitment to size inclusivity entails considering the unique proportions and fits of different body types, like shoulder width, hip proportions, and more. As a result, the clothes will look poorly fit and unflattering to customers.

How to Avoid:
Work with experienced pattern makers and fit models across various sizes to ensure proper fit for all body types.

Labeling Larger Sizes as “Plus" Without Nuance

Overusing the “plus-size” label without careful consideration might make your customers feel stigmatized, and reinforce the ideas that larger sizes are “different” or “less than”.

How to avoid: 

Be mindful of your language and content. Use neutral, inclusive language in all marketing materials.

It’s important not to spread harmful stereotypes or stigmatize certain body types. Instead, empower customers by showcasing a broad spectrum of body shapes and sizes.

Lack of Transparency in Sizing

Using vague or misleading terms like “one size fits all" is a misleading practice that should be avoided. We all know there is no cloth that can fit all. Besides, failing to provide detailed size guides also leaves the customer guessing if the cloth will fit them. It can also cause customer dissatisfaction and higher return rates.

How to Avoid:

Offer clear, detailed size charts with precise measurements. Be transparent about what each size represents.

Retouching or Misrepresenting Bodies in Images

Editing photos of models to appear slimmer has been a common tactic in the marketing industry. However, this practice is indirectly promoting unattainable beauty standards.

On the other end, some brands try to simulate larger bodies by using padded clothing for their marketing campaigns. This approach feels ingenuine and misleading.

Higher Prices for Larger Sizes

While there is a good reason for the difference in pricing, for example, the different production and material costs for each size, it can make larger customers feel penalized for their size, or worse, lead to accusations of size discrimination.

How to Avoid:

Absorb any additional production costs across the entire range or adjust your pricing strategy to ensure fairness.

Brand success with size inclusivity

Aerie (by American Eagle)

What makes Aerie a trailblazer? Two words: real inclusion. Their groundbreaking #AerieREAL campaign flipped the script on traditional marketing. Instead of retouched perfection, they showcased models with unfiltered authenticity—stretch marks, scars, and all.

What They Do Right:

• Offers inclusive sizing across all product categories, including lingerie and loungewear (XS to 4X).
• Features diverse models in marketing campaigns, including people of all shapes, sizes, genders, and abilities.
• Designs products with fit and comfort in mind, ensuring larger sizes are equally flattering and functional.

The success of Aerie comes from the fact that the brand didn’t stop at advertising. They made a true commitment by expanding their size ranges, making sure their lingerie, swimwear, and activewear cater to more than just the typical sizes. It wasn’t a token effort—it was a full-scale commitment.

The result? Sales soared. The brand earned something even money can’t buy—trust. When was the last time a clothing ad made you feel seen? That’s Aerie’s magic: relatable, inclusive marketing that says, “You belong.”

Savage X Fenty (by Rihanna)

Rihanna’s Savage X Fenty didn’t just challenge the industry—it shook it. With sizing that spans from XS to 4X, her brand speaks to everyone, not just a select few. The cherry on top? Diverse marketing that’s as bold as the brand itself. Models of all sizes, genders, and abilities take center stage, reminding us that beauty isn’t one-size-fits-all.

What’s more, Savage X Fenty doesn’t cut corners. Larger sizes are designed to fit and flatter, proving that comfort and style can coexist.

This inclusivity isn’t just a moral win—it’s a business coup. The brand became an overnight sensation, leaving competitors like Victoria’s Secret scrambling to keep up. It’s a case study in empowerment, diversity, and unshakeable consumer loyalty.

So, what’s the takeaway? Whether you’re running a global fashion empire or a small business, inclusivity isn’t just nice—it’s necessary. Are you ready to embrace it?

Conclusion

Body inclusivity is more than just a movement—it’s a mindset that fosters respect, diversity, and empowerment. By embracing it in our daily lives and supporting brands that prioritize inclusivity, we can create a more accepting and uplifting world. Let’s celebrate every shape, size, and story because inclusivity starts with each of us. Ready to take the first step? Be the change today!