In a country with a growing population of overweight and obese people, China’s plus size industry lags behind that in the West (which many would say is a laggard itself). Taobao has become an important sales stream for plus-size brands, with thousands of stores on the platform selling plus-size clothing and a few stand-out brands, such as Garden Lis, attracting attention and investment. Few domestic clothing giants, however, feature sizing above an XL.
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.