Kara Richardson Whitely on Engaging the Plus-Size Market in Retail and Travel

Kara Richardson Whitely, CEO of The GORGEous Agency, took the stage at the 2023 Women in Retail On the Road: New York City event hosted by Women Leading Travel & Hospitality's sister brand, Women in Retail Leadership Circle, on Oct. 12.

When brands omit extended-size offerings from apparel to kayaks, they are competing for the same 33 percent of the market. That’s because 67 percent of U.S. women are size 14 and above. This oft-ignored segment makes up $20 billion in buying power in apparel alone and that’s when the offerings are scant. Meanwhile, the aftermath of the COVID-19 pandemic has welcomed a more diverse (including body types) group of folks to outdoor activities, so it’s more important than ever to engage with this market. Richardson Whitely is a plus-size author, adventurer, influencer and CEO of The Gorgeous Agency, helping brands increase revenue and connection with the plus-size market and the beauty of body inclusion. This isn’t just an “If you build it they will come” opportunity. The customer journey for many in larger bodies is rife with stereotypes and stigma.