ASOS lance sa ligne grande taille pour hommes et emporte tout

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En progression parmi une industrie morose, le Prêt-à-Porter masculin est une réelle ouverture à exploiter. Parmi ses axes en croissance, nous retrouvons la mode grande taille pour homme qui est un secteur de niche. Particulièrement en France, ce domaine laisse apparaître peu d’acteurs différents mais pas des moindres. Avec une popularité sans faille, ASOS se lance dans l’aventure et emporte tout sur son passage.


L’Homme Plus Size : nouvelle cible des marques de prêt-à-porter

Si nous avons parlé de peu d’acteurs français dans la mode plus size masculine, nous distinguons de grosses pointures. En effet avec Kiabi qui s’engage en faveur des plus de 2XL depuis quelques années, l’entrée de gamme des moins de 30ans est couverte. De plus la Redoute, avec sa filiale Castaluna, s’oriente vers les plus de 40 ans avec une mode grande taille citadine. Précisément, il se trouve que les hommes de plus de 40 ans sont les plus touchés par le surpoids et même l’obésité, Bingo !

Cependant, nous pouvons désormais retrouver de la grande taille masculine chez l’anglais ASOS depuis début 2017 ! Ce dernier s’affiche avec beaucoup plus de style et de caractère que ces confrères français. En outre il distribue, en plus de sa marque propre ASOS Plus, de nombreuses marques grande taille similaires à d’autres pure-player de mode grande taille pour homme. Nous pouvons citer Dickies, Alpha Industries, Duke London, Tommy Hilfiger ou encore Wrangler.



Gamme de prix d’ASOS Plus en comparaison avec un de ses concurrents distribuant les mêmes produits


« Vendre du rêve à  toutes les tailles et à toutes les cibles »

Arrivé comme une bombe – auquel nous nous attendions – la gamme Plus Size masculine d’ASOS est une véritable tornade. Secteur de niche vieillissant, ASOS a su, comme toujours, rafraîchir l’image des hommes de plus de 2XL, délaissés par la mode et le style.
Quels peuvent-être leurs moyens de différenciations ? De toute évidence, les acteurs français et les pure-players indépendants ne peuvent pas contrer les prix imbattables que propose ASOS sur des produits similaires, en prenant en compte les services de livraison et de retours nettement supérieurs …


38 thoughts on “ASOS lance sa ligne grande taille pour hommes et emporte tout

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