New report shows 73% of Australian men identify as ‘large or above’ and can’t find good-value fashion that fits
Announcement posted by AXL+CO By Connor 14 Sep 2023
The report also shows:
- 48% of those impacted struggle to find stores that cater for their size
- 52% of those in this size range feel they find it hard to buy clothes that fit them well
- Good value (33%) and fit (39%) are the leading priorities for plus size Australian men when choosing where to shop, followed by comfort (25%) and variety (22%)
In a groundbreaking move to address the apparent fashion needs of plus-size Australian men, AXL+CO by Connor has launched to the Australian market, as part of parent brand, Connor, via new bricks-and-mortar shopping experiences and a new e-commerce site.
The launch comes after the long-awaited research identified a major gap in the market for men who consider themselves 'plus-size'. The report revealed that a staggering 73% of Australian men identify as size 'large or above', with 48% agreeing that it's hard to find stores that cater for their size or fashion needs at a reasonable price.
The research also revealed the preferred shopping habits of plus size men, showing that most buy clothes only two to four times a year, and spent less than $1,000 on clothes in the last year. 31% of this group admitted to having another person at least partially involved with buying their clothes, or who shops on their behalf.
A report respondee* commented, "'Diversity and body inclusivity is all the rage on social media today, and even in some stores, but not so much for the guys. We feel awkward or embarrassed when we can't find something to fit, we also struggle to shop."
Big W (43%) and Kmart (45%) were identified as the top two go-to's for affordable style in sizes XL and above, as well as other retailers like Lowes (19%).
AXL+CO by Connor aims to tackle the lack of inclusivity, ease of accessibility and value when it comes to finding clothing options for those who wear sizes XL to 7XL.
General Manager at AXL+CO by Connor said: "AXL+CO by Connor has been established to address these specific needs, providing greater accessibility to a wider range of stylish, high-quality clothing at a great price, for larger men.
"This new research into the retail experiences of plus-size men in Australia shows that we can no longer ignore the fact that a vast number of men are being excluded in stores, and from the retail experience."
"Our vision is to provide an affordable, comfortable and enjoyable shopping environment for all."
Value (33%), fit (39%), comfort (25%) and variety (22%) were shown in the findings to be of the utmost importance when it came to choosing where to shop; insights which informed the ethos behind AXL+CO by Connor's creation.
As a part of parent brand Connor, a leading Australian retail menswear label with over 180 stores across Australia and New Zealand, AXL+CO by Connor will offer a wide range of designs for any occasion, including shirts, chinos, shorts, suits, basics, and accessories.
Since AXL+CO by Connor's digital launch in mid-July 2023, the brand has seen over 12 million impressions on social media, and their first bricks and mortar store is now open in Macarthur, with more locations to be announced in coming months.
ENDS
Notes to editors:
- AXL+CO by Connor imagery can be found here
- Additional findings from the research can be available upon request
About AXL+CO By Connor: AXL+CO by Connor, a proud member of Retail Apparel Group, is on a mission to address the fashion needs of plus-size Australian men, offering stylish and affordable clothing options in sizes XL-7XL. The brand's vision is to make on-trend styles accessible to every man, ensuring they feel and look good without compromise.
As a part of parent brand Connor, a leading Australian retail menswear label with over 180 stores across Australia and New Zealand, AXL+CO by Connor offers a wide range of designs for any occasion, including shirts, chinos, shorts, suits, basics, and accessories.
Dedicated to providing exceptional value, AXL+CO by Connor firmly believes that great style should be within everyone's reach. Their wide range of accessible clothing choices doesn't compromise on quality or design, allowing customers to stay fashionable on any budget and any size.
About Retail Apparel Group: AXL+CO by Connor is part the fashion stable of Retail Apparel Group which was founded in 1987. Retail Apparel Group currently has over 500 stores across Australia and New Zealand, which are designed to cater for mid-market and value segments and which offer a fully omnichannel experience to meet the varied fashion needs of Australians.