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Big and Tall Men - US - June 2009

The current recession has dampened spending on apparel, but there are still significant opportunities in the big and tall category. Readers of this report will gain a thorough understanding of the psyche of the big and tall male customer.

This report analyzes this category, and provides the following insights:

  • Factors driving the market: obesity rates, a greater awareness of fashion, trading down because of the recession, and other trends
  • Attitudes towards big and tall apparel, including styles and selection, fit, price sensitivities, ease of purchase, desires for new types of products, and more
  • Attitudes towards big and tall retailers
  • Important and overlooked demographics that buy big and tall apparel
  • Specific strategies for reaching these demographics

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Abbreviations and terms
              • Abbreviations
                • Terms
                • Executive Summary

                  • Market snapshot
                    • Insights and opportunities
                      • Consumer highlights
                        • General attitudes towards big and tall clothing
                          • Attitudes towards style and selection
                            • Attitudes towards apparel items
                              • Attitudes towards big and tall retailers
                                • Retail destinations of respondents
                                • Insights and Opportunities

                                  • Expand online and catalog efforts
                                      • Figure 1: Big and tall shopping experience, by age, February 2009
                                      • Figure 2: Promotional strategies used by top 100 online merchants, 2009
                                    • Target blacks and Hispanics
                                      • Figure 3: Big and tall retailers purchased from, by ethnicity, February 2009
                                      • Figure 4: Percentage of Americans overweight/obese, by ethnic group, 2007
                                    • Better-fitting clothes in more styles
                                      • Figure 5: Big and tall shopping experience, by age, February 2009
                                      • Figure 6: Big and tall difficult fit categories, by household income, February 2009
                                    • Don’t forget the female of the house
                                    • Inspire Insights

                                      • Introduction
                                        • Customization
                                          • What’s it all about?
                                            • What we’ve seen
                                            • Competitive Context

                                                  • Figure 7: Big and tall retailers purchased from, February 2009
                                                  • Figure 8: Same-store sales at leading department stores, 2008-09
                                              • Market Drivers

                                                • Key points
                                                  • Growing waistlines grow a category
                                                      • Figure 9: Age-adjusted prevalence of overweight and obesity among U.S. adults, age 20 years and older, 1988-2004
                                                      • Figure 10: Top 10 cities with highest percentage of obese adults, 2009
                                                    • Trading down, but still fashion-conscious
                                                        • Figure 11: Big and tall shopping opinions, by age, February 2009
                                                        • Figure 12: Same-store sales at leading department stores, 2008-09
                                                      • Spending habits change with age
                                                        • Figure 13: Expenditures on apparel and services, by age, 2006-07
                                                      • Americans are getting slightly taller
                                                        • Figure 14: Number of tall men, 2008
                                                    • Leading Companies

                                                      • Overview
                                                        • Casual Male XL
                                                          • JCPenney narrows its focus
                                                            • Men’s Wearhouse
                                                              • Eddie Bauer
                                                              • Brand Qualities

                                                                • Overview
                                                                  • Three brands in one at Casual Male XL
                                                                  • Innovation and Innovators

                                                                    • Casual Male XL innovates on a number of fronts
                                                                      • Personalized service at Richardson’s
                                                                        • Martin’s and Westport go seriously online
                                                                        • Advertising and Promotion

                                                                          • Adspend decline
                                                                            • Figure 15: Adspend, by category leaders, 2006 and 2007
                                                                          • Web marketing efforts
                                                                            • Bigtalldirect.com
                                                                              • Casual Male XL
                                                                                • JCPenney
                                                                                  • Martin’s Big and Tall
                                                                                    • Television commercials
                                                                                      • Men’s Wearhouse
                                                                                        • Figure 16: Men’s Wearhouse Television ad, 2007
                                                                                      • Casual Male XL
                                                                                        • Figure 17: Casual Male XL Television ad, 2007
                                                                                        • Figure 18: Casual Male XL Television ad, 2007
                                                                                    • Demographic Snapshot of the Big and Tall Customer

                                                                                      • Key points
                                                                                        • Most big and tall respondents are married
                                                                                          • Figure 19: Marital status, February 2009
                                                                                        • Big and tall and mostly middle class
                                                                                          • Figure 20: Household income, February 2009
                                                                                      • General Attitudes Towards Big and Tall Clothing

                                                                                        • Key points
                                                                                          • Wearing what fits, but not what they like
                                                                                            • Figure 21: Big and tall shopping opinions, by age, February 2009
                                                                                          • Affluent and somewhat dissatisfied
                                                                                            • Figure 22: Big and tall shopping opinions, by household income, February 2009
                                                                                          • Rural means more casual
                                                                                            • Figure 23: Big and tall shopping opinions, by area, February 2009
                                                                                        • Attitudes Towards Style and Selection

                                                                                          • Key points
                                                                                            • New styles, please
                                                                                              • Figure 24: Big and tall clothing selection, by age, February 2009
                                                                                            • Not liking what they see regardless of income
                                                                                              • Figure 25: Big and tall clothing selection, by household income, February 2009
                                                                                            • Urbanites more satisfied with selection
                                                                                              • Figure 26: Big and tall clothing selection, by area, February 2009
                                                                                          • Attitudes Towards Apparel Items

                                                                                            • Key points
                                                                                              • Good-fitting jeans, suits, and formalwear tough to find
                                                                                                • Figure 27: Big and tall difficult fit categories, by age, February 2009
                                                                                              • Less than $24.9K and ill-fitting merchandise
                                                                                                • Figure 28: Big and tall difficult fit categories, by household income, February 2009
                                                                                            • Attitudes Towards Big and Tall Retailers

                                                                                              • Key points
                                                                                                • More expensive than regular sizes
                                                                                                  • Figure 29: Big and tall shopping experience, by age, February 2009
                                                                                                • Improvements are desired
                                                                                                  • Figure 30: Big and tall shopping experience, by household income, February 2009
                                                                                                • Urban respondents more satisfied with price and shopping experience
                                                                                                  • Figure 31: Big and tall shopping experience, by area, February 2009
                                                                                              • Retail Destinations of Respondents

                                                                                                • Key points
                                                                                                  • 25-34 year olds skew upscale
                                                                                                    • Figure 32: Big and tall retailers purchased from, by age, February 2009
                                                                                                  • The affluent shopper
                                                                                                    • Figure 33: Big and tall retailers purchased from, by household income, February 2009
                                                                                                  • Rural and going to Walmart
                                                                                                    • Figure 34: Big and tall retailers purchased from, by area, February 2009
                                                                                                • Race/Hispanic Origin

                                                                                                  • Key points
                                                                                                    • Blacks and Hispanics think style has improved
                                                                                                      • Figure 35: Big and tall clothing selection, by race/Hispanic origin, February 2009
                                                                                                    • Blacks and Hispanics like upscale
                                                                                                      • Figure 36: Big and tall retailers purchased from, by race/Hispanic origin, February 2009
                                                                                                    • Race matters
                                                                                                      • Figure 37: Big and tall difficult fit categories, by race/Hispanic origin, February 2009
                                                                                                    • Blacks and Hispanics more particular
                                                                                                      • Figure 38: Big and tall shopping opinions, by race/Hispanic origin, February 2009
                                                                                                  • Cluster Analysis

                                                                                                      • Disgruntled Dans
                                                                                                        • Who they are
                                                                                                          • Opportunity
                                                                                                            • Progressing Petes
                                                                                                              • Who they are
                                                                                                                • Opportunity
                                                                                                                  • Happy Hanks
                                                                                                                    • Who they are
                                                                                                                      • Opportunity
                                                                                                                        • Cluster characteristics
                                                                                                                          • Figure 39: Big and tall clusters, February 2009
                                                                                                                          • Figure 40: Levels of difficulty when shopping for big and tall clothes, by big and tall clusters, February 2009
                                                                                                                          • Figure 41: Levels of industry improvements, by big and tall clusters, February 2009
                                                                                                                          • Figure 42: Big and tall shopping experience, by big and tall clusters, February 2009
                                                                                                                          • Figure 43: Big and tall shopping opinions, by big and tall clusters, February 2009
                                                                                                                        • Cluster demographics
                                                                                                                          • Figure 44: Big and tall clusters, by age, February 2009
                                                                                                                          • Figure 45: Big and tall clusters, by household income, February 2009
                                                                                                                        • Cluster methodology
                                                                                                                        • Custom Consumer Groups

                                                                                                                          • More styles for blacks and Hispanics
                                                                                                                            • Figure 46: Big and tall shopping opinions, by race/Hispanic origin and age, February 2009
                                                                                                                          • Young blacks and Hispanics happy with selection
                                                                                                                              • Figure 47: Big and tall clothing selection, by race/Hispanic origin and age, February 2009
                                                                                                                            • And they have money to spend
                                                                                                                              • Figure 48: Big and tall clothing selection, by race/Hispanic origin and household income, February 2009
                                                                                                                            • Where blacks and Hispanics shop by age
                                                                                                                              • Figure 49: Big and tall retailers purchased from, by race/Hispanic origin and age, February 2009
                                                                                                                            • Affluent blacks go upscale
                                                                                                                              • Figure 50: Big and tall retailers purchased from, by race/Hispanic origin and household income, February 2009
                                                                                                                          • Appendix: Other Useful Consumer Tables

                                                                                                                            • Small household sizes the norm
                                                                                                                              • Figure 51: Number of people in household, February 2009
                                                                                                                            • Most do not have children
                                                                                                                              • Figure 52: Children in household, February 2009
                                                                                                                            • Location doesn’t matter
                                                                                                                              • Figure 53: Purchased big and tall clothing in past year, by area, February 2009
                                                                                                                          • Appendix: Trade Associations

                                                                                                                            Companies Covered

                                                                                                                            • American Apparel & Footwear Association (AAFA)
                                                                                                                            • American Apparel Producers Network
                                                                                                                            • American Eagle Outfitters Inc
                                                                                                                            • Apparel Search Company
                                                                                                                            • Burberry (USA)
                                                                                                                            • Callaway Golf Company
                                                                                                                            • Cotton Incorporated
                                                                                                                            • Dell Inc.
                                                                                                                            • Eddie Bauer
                                                                                                                            • Ermenegildo Zegna Ltd
                                                                                                                            • ESPN, Inc.
                                                                                                                            • Florsheim
                                                                                                                            • Google, Inc.
                                                                                                                            • Greenfield Online
                                                                                                                            • International Council of Shopping Centres
                                                                                                                            • International Formalwear Association
                                                                                                                            • J C Penney Company, Inc
                                                                                                                            • Macy's, Inc.
                                                                                                                            • National Retail Federation (NRF)
                                                                                                                            • Nordstrom
                                                                                                                            • Polo Ralph Lauren Corporation
                                                                                                                            • Timberland (USA)
                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                            • Walmart Stores (USA)
                                                                                                                            • Women's Wear Daily (WWD)

                                                                                                                            Big and Tall Men - US - June 2009

                                                                                                                            US $3,995.00 (Excl.Tax)