Team One Elevates Maxham to Help Balance Its Portfolio

For years, department stores placed plus-size clothing in the basement and offered limited fashions for such items. And apparel marketers rarely targeted advertising toward women wearing sizes 14 and larger.

But now, with 60 percent of American adults overweight, sales of plus-size clothing make up about 25 percent of the $89 billion annual U.S. women’s apparel business, an increase in market share of 6 percent from 1999, according to NPD Fashionworld, a fashion research group in Port Washington, N.Y.

Sara Lee’s Just My Size line is looking to better tap into the plus-size market with TV spots from Publicis in Mid America that break nationally today.