Perceptions, Barriers, and Preferences of Plus-Size Women in Cúcuta

Abstract

This project focused on examining the perceptions, obstacles, and preferences of plus-size women in Cúcuta, Colombia, regarding the availability of women's fashion. Through a systematic literature review including international studies, theoretical frameworks on body image, and an analysis of the national fashion supply (2018–2024)            complemented by local field research, a marked mismatch between demand and supply was revealed. Although the global plus-size industry represents a multi-billion-dollar market with sustained growth, the reality in Cúcuta reflects a fashion offering that is scarce, outdated, and often segregated. The main barriers identified include insufficient size ranges, inconsistencies in fit, unjustified price increases, and a lack of media representation factors that negatively impact consumers' self-esteem and aesthetic self-expression. The study confirms the explicit interest of these women in accessing contemporary and colorful clothing, revealing an unmet demand. It concludes that there is an urgent strategic need for Cúcuta’s textile sector to adopt technical sizing standards (such as NTC 5484), diversify its design offerings, and promote authentic representation transforming size inclusion from a marginal niche into a commercial and social equity imperative.