Australian menswear label Connor has launched a new plus-size menswear label called AXL+CO by Connor following market research commissioned by the brand's parent company Retail Apparel Group.
The new label has launched as a subsidiary to Connor, with a dedicated e-commerce space and the label's first retail store in Macarthur, NSW.
AXL+CO by Connor will stock shirts, chinos, shorts, suits, basics and accessories with apparel sizes ranging from XL to 7XL.
Retail Apparel Group reported that AXL+CO by Connor has gained over 12 million impressions on social media so far.
The report buoying the new launch found that 73% of Australian men identify as 'large or above' and struggle to find good-value fashion that fits. It also found that 48% of those impacted struggle to find stores that cater for their size, while 52% feel they find it hard to buy clothes that fit them well.
Value (33%) and fit (39%) are the leading priorities for plus-size Australian men when choosing where to shop, followed by comfort (25%) and variety (22%).
The research also revealed the preferred shopping habits of plus-size men, showing that most buy clothes only two to four times a year, and spent less than $1,000 on clothes in the last year. 31% of this group admitted to having another person at least partially involved with buying their clothes, or who shops on their behalf.
The top three stores for plus-size men in the research are lower price retailers including Big W (43%), Kmart (45%) and Lowes (19%).
Retail Apparel Group claimed that a report respondee said diversity and body inclusivity is all the rage on social media, but not so much for men.
"We feel awkward or embarrassed when we can’t find something to fit, we also struggle to shop," the respondee said.
AXL+CO by Connor GM Charley O'Donnell said the brand was established to address all respondents specific needs, with a skew towards value pricing.
“This new research into the retail experiences of plus-size men in Australia shows that we can no longer ignore the fact that a vast number of men are being excluded in stores, and from the retail experience," O'Donnell said.
“Our vision is to provide an affordable, comfortable and enjoyable shopping environment for all.”
Parent brand Connor operates 180 stores across Australia and New Zealand. Connor's apparently company Retail Apparel Group operates over 500 stores in the region, with other labels including YD, Tarocash, Johnny Bigg and Rockwear with dedicated websites for each.