The exploration of plus size apparel in Thailand.

Abstract

The purpose of this research is to explore more about plus size customer in apparel industry. This research will discussion about the behavior of customer, customer pain point and how business and enter in to this market and become successful. Furthermore, all the information is collected by using literature review and qualitative method. The result of this research will identify who is the potential customer and how business should enter in to this market to increase the opportunity to be successful. Since the target customer of plus size apparel product share very unique characteristics such as abnormal size requirement, purchasing behavior, pain point and how they solve the problem. All of this characteristic show that there are demand for more plus size apparel since the business that already in the market cannot satisfy the customer needs and wants. However, on the manufacture and retailer side, they still think that there is some limitation that prevent them from provide the product and service that customers are require. In this research, will give more information on what the manufacture and retailer should do in order to stay competitive in this market and why the new business should enter in to this market expand their target group.