Marshal Cohen, chief industry analyst, The NPD Group stated that when kids have to size up to men's and women's sizes it can be challenging to find clothes that are age-appropriate.
Over eight in ten mothers of overweight girls ages nine to twelve said “the choice of clothing styles that fit my daughter is limited; almost as many (79%) agreed that “I can't find the stylish clothes my child wants in sizes that fit.” One mother stated “clothing is too risqué” for her 12-year-old daughter.
Mothers' Misperception of Their Children's Weight
Although the Centers for Disease Control (CDC) estimates 30 percent of children in the U.S. are technically overweight based on height and weight calculations of Body Mass Index (BMI), only 13 spercent of moms say they consider their kids overweight. When calculations were done based on the child's height and weight, the number of overweight kids is much closer to the CDC estimates – a whopping 34 percent.
“While plus-size women and big and tall men are willing to shop at separate stores or special sizing racks, mothers don't want to shop that way for their children, especially if they see their child as 'average' when it comes to size,” said Cohen. “More importantly, they will want the same styles and brands that they see other moms shopping for, so their children can fit in with their peers.”
Kids, like adults, often have special size needs. Moving into bigger sizes is only part of the solution.
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.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Telangana State Industrial Infrastructure Corporation Limited (TSllC Ltd)")
.jpg?tr=w-120,h-60,c-at_max,cm-pad_resize,bg-ffffff "Taiwan Textile Federation (TTF)")
