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A look at its website suggests that most of its leggings generally don’t go beyond a size 12, though some size 14 options were listed as “sold out online.” But more worrisome is that Lululemon is hardly the only trendy activewear brand that hasn’t embraced size inclusion . Most of the clothes available from Beyoncé’s Ivy Park don’t go beyond a size 12-14, with some scant offerings of size 16 gear. And Serena Williams’s new clothing line , a mix of casual and activewear, does not go beyond a size 14. However, as retailers face the reality that roughly 67 percent of American women are plus size , a demographic that represents a $21 billion segment of the fashion industry , they’re increasingly peddling activewear to these customers. The quality of these clothes varies, though, and the plus community still contends with the misperception that larger shoppers shun physical activity. In March 2017, Nike kicked off its first plus-size activewear line , despite pushback from internet trolls angry that the sports retailer had simply acknowledged the existence of this heavily neglected market. That same month, Amazon listed a job position for a senior brand manager of plus fashion . The e-commerce giant now offers plus activewear from Fruit of the Loom’s Fit for Me line, Just My Size , ShoSho , and more. Big box retailers like Target are also partaking in the plus-size activewear trend. Last fall, Target launched its JoyLab brand, which sells fitness gear up to size 4X. And department stores like JCPenney, Nordstrom, Macy’s, and Kohl’s sell plus activewear as well.
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