The average Australian dress size sits somewhere between a fourteen and sixteen, but in ‘normal’ clothing stores (i.e. not those that admit to being plus size) the staff and even the customers can often act as if wearing a size 16 means that you are obese and that’s your own fault due to a lack of self-discipline in the eating and drinking department.
Of course, it is possible that the staff are not thinking that at all, and it’s just my imagination, but……
Of course, not only is there a size issue in main stream clothing stores, but an age issue as well.
We all know what it’s like when we accidentally stray into a store that only caters for girls and women younger than 30, and smaller than a size 16. These stores cannot be identified from the outside, but the age and attitude of the sales assistants will make matters clear once one has accidentally stepped through the portals. These kind of stores feel as if they are being judgemental!! They seem to be saying that no woman over the age of 30 should want to look stylish because they should be married and at home looking after children! Why would you want to look stylish once you have succeeded in getting a husband?!!
It’s extremely hard to keep one’s cool and not run straight out of the store apologising for the crime of ruining that stores self-image. I have been known to mutter that I am looking for something for my (imaginary) 17 year old daughter.
Then there are plus size branded shops that seem to be based on the concept that if you’ve ‘let yourself go’ sufficiently to need to wear a size 16 or above and are over 40, you are not going to care what your clothes look like as long as they’re big enough to cover you up.
Fortunately, attitudes are changing and there is a growing acceptance that it is normal to be over 16, and there is no need to call that plus size!!
I guess that demographics are important to the industry, and Baby Boomers are big spenders so retail changes to cater for Plus Size Australian Women over 40. As women mature they also tend to shop differently. Gone are the days of shopping as a leisure activity with friends and trying on everything in sight without actually having any intention to buy anything (although I have encountered some 40+ Australian women who revert to this behaviour when they get together with girlfriends for a weekend). Mostly we are looking for an outfit for a specific occasion or for work, and the helpfulness of the customer service is very important.
The Swish Fashion store in Orange has been a revelation to me. Jeanine, Tine and Connie provide counselling services for women who have lost confidence in themselves, and a Saturday morning in the store can be very sociable.
This weekend a Scottish lady was shopping with her niece, who is a regular customer, and felt that ‘the bags alone are worth coming in for’!! I should know; I have several Swish Fashion bags at home!
Swish plus size clothing is Australian made, beautiful, colourful and unusual. Separate pieces mix and match to make several different outfits. It’s also for women over 40 who are not plus size. This morning a tiny lady who was a size 10 was very happy with the options for her mother of the bride quest with a blue jersey dress and peacock colours jacket.
More Plus Size Tips, can be found here.