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Despite the fact that more and more brands are extending their sizes, on average, only 17% of all money spent shopping for womenswear comes from plus-size women. Given that 67% of women in the United States are a size 14 and up, the statistics prove just how underserved they continue to be. Alvanon, a global consulting firm working to solve the challenges of sizing and fit in the apparel industry, partnered with theCurvyCon to figure out why shopping while plus remains so difficult.

As shopping has shifted online, the problem has worsened. Size and fit are among the top reasons for returning online orders, according to e-commerce software company Narvar Inc.—adding an extra layer of costs that further erode retailers' already thin profit margins. “Sizing is poorly defined.

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