Ozempic Fuels Hunt for Smaller Clothes

Apparel retailers are discovering that weight loss is their gain.

While blockbuster drugs like Ozempic that lead to significant weight loss have dented demand for diet plans and caused food companies to prepare for people eating less, clothing sellers are finding that millions of slimmed-down Americans want to buy new clothes.

The newly svelte aren’t just restocking their wardrobes, many are also gravitating to more body-hugging shapes and risqué designs, according to industry executives and shoppers. Some brands are responding by replacing zippers with adjustable corsets and adding more sheer looks.

The nascent downsizing is happening across brands and types of garments. Industry executives said that they can’t be certain weight-loss medicine is the cause, but added that the shift is unlike anything they have seen. It is also an about-face from recent years, when many retailers rushed to add larger sizes to accommodate Americans’ growing girth.

About 5% of Lafayette 148’s customers are buying new outfits because they have lost weight, often replacing their size 12 clothes with size 6 or 8, according to Deirdre Quinn , the brand’s chief executive. The benefit is twofold; in addition to boosting sales, Lafayette 148 is saving money because smaller sizes use less fabric, Quinn said.

More customers of clothing rental company Rent the Runway are switching to smaller sizes than at any time in the past 15 years, said Jennifer Hyman , co-founder and CEO. These customers are also showing more of a willingness to experiment with different styles such as cutouts and other body-baring features. “When you are more comfortable in your skin, you are more willing to try edgier looks,” she said.

For Maggie Rezek, getting dressed used to be about hiding her extra weight in oversize shirts and baggy pants. Since she lost 60 pounds on semaglutide, the active ingredient in Ozempic, the 32-year-old, who handles marketing for a beauty salon, has splurged on a new wardrobe. Now, her staples consist of crop tops and jean shorts. She has traded in her sneakers for kitten heels. She even documents her outfits on social media.

“Before, I was insecure about my body,” said Rezek, who lives in Indianapolis. “Now, I feel like I fit better in clothes. That gives me the confidence to dress up and be more stylish.”

Some 15.5 million people, or 6% of U.S. adults, say they have tried injectable weight loss drugs to slim down, according to a survey of more than 5,500 Americans conducted in March by polling company Gallup. Nearly three-quarters of current users said the drugs—a class known as GLP-1 that were originally developed to treat diabetes—are effective or extremely effective in helping them shed pounds.

Weight-loss drugs don’t work for everyone and the cost can sometimes exceed $1,000 a month, limiting the market. The full price isn’t always covered by insurance. Moreover, people struggle to keep the weight off once they stop using the drugs.

Still, some companies expect the market for these drugs will be big enough that they are shifting course. WW International , formerly known as Weight Watchers, acquired a subscription service that offers telehealth visits with doctors who can prescribe drugs like Ozempic. Nestlé is introducing a new food line this year designed for people taking weight-loss medication.

Clothing companies could use a boost. Apparel sales fell 4% in the 12 months that ended in April compared with the same period a year earlier, according to market research firm Circana, as people give priority to their spending on necessities.

Coming out of the Covid-19 pandemic, Amarra, which sells evening gowns and other formal wear in 800 retailers in the U.S., Canada and Australia, saw increased demand for larger sizes. Now, that trend has reversed.

“Over the past year, our retailers have been telling us they need smaller sizes,” said Abhi Madan, Amarra’s co-founder and creative director. Amarra, which is based in Freehold, N.J., has added sizes as small as 000. He says he is also selling more sizes in the 0-8 range and fewer in the plus-size range of 18-24.

Madan said the shift is changing the way Amarra designs dresses. It is replacing zippers with lace-up corsets, which can more easily accommodate shifting weights because the laces can be tightened or loosened. It is also adding more sheer side panels that give a figure-hugging look.

AllStar Logo, which sells polo shirts, fleece jackets and other gear to large companies, has seen demand for its largest sizes fall by half over the past year, according to Edmond Moss , its sales director.

“We used to sell a lot of fleece jackets in extra, extra large,” Moss said. “Now everything has gone down by at least one size.”

Sales of the three largest sizes of women’s button-down shirts fell 10.9% in the first three months of 2024 compared with the same period in 2022 at a dozen brands, according to Impact Analytics, which helps retailers manage their inventory and size allocations.

Sales of those same button-down shirts in the three smallest sizes grew 12.1% over that period. Impact Analytics analysed purchases in physical stores located on Manhattan’s Upper East Side. It focused its research on this area because it has the highest concentration of individuals in New York City taking these drugs specifically for weight loss, according to market research firm Trilliant Health.

A similar trend played out for women’s dresses and sweaters, as well as men’s polo shirts, sweatshirts and T-shirts, according to Impact Analytics.

Prashant Agrawal , Impact Analytics’ founder and CEO, said it wasn’t possible to know if the size changes resulted from people losing weight or a shift in clothing styles, but added that such a pronounced shift is unusual. “It’s not something we’ve seen before,” he said.

Some executives are worried that the shift could reduce demand for plus-size clothes.

“I’m trying to figure out what we have to worry about in the future,” said Doug Wood , the chief executive of clothing retailer Tommy Bahama, noting that as more people lose weight it could hurt sales of its “Big & Tall” collection designed for very large men.

Jillian Sterba went from a size 6 to a size 10 after the birth of her child. When the weight didn’t come off with diet and exercise, she started injections of semaglutide in October. Since then, Sterba, who is 36 and lives in Austin, has lost 35 pounds. She is now a size 4. “Almost half my clothes are not wearable,” she said.

She bought new jeans, tops, bras and underwear. “I had been wearing flowy tops before but now I’m wearing fitted shirts,” she said. Still, Sterba said she is keeping 80% of her old clothes just in case she gains back the weight.

Falling interest rates and recovering real wages will help drive a slight pickup in global economic growth this year and next, while recent falls in oil prices could aid the final push to tame inflation, the Organization for Economic Cooperation and Development said Wednesday.

However, the Paris-based research body warned that “comparatively benign” projections may not come to pass, with uncertainties remaining about how large an impact high interest rates will have on demand in the months ahead, while an escalation of the conflicts in the Middle East could push oil prices sharply higher.

In its quarterly report on the economic outlook, the OECD said it now expects global output to increase by 3.2% in 2024 and again in 2025, having grown by 3.1% last year. That was a slight upgrade from the 3.1% growth it forecast in May, and a sizable revision from the 2.7% expansion it expected to see when it published forecasts at the end of 2023.

The U.S. is largely responsible for that better performance, but India and Brazil are also growing more rapidly than expected, as is the U.K. By contrast, Germany and Japan have disappointed, with the former now forecast to hover on the brink of stagnation this year, and the latter to experience a small contraction.

However, despite the improved outlook for growth, and inflation rates that the OECD expects to fall to central-bank targets by the end of next year, consumer confidence has yet to pick up significantly, which would give a further boost to growth.

The OECD said that persistent dissatisfaction with economic performance, which is not limited to the U.S., is likely linked to the fact that food prices remain well above their pre-pandemic levels.

“There is a disconnect between how the economy is perceived and how the economy is doing,” said Alvaro Pereira , the OECD’s chief economist. “For people who go to the supermarket, food prices relative to wages are still higher.”

In the U.S., the gap between food-price and wage inflation between the end of 2019 and the second quarter of this year was roughly four percentage points. But that gap was much wider in large European economies, and above 15 percentage points in Germany. In South Africa, it was above 20 points.

The recent fall in oil prices may help offset some of that dissatisfaction, and boost a global fight to tame inflation that appears to be in its final stages. The OECD estimated that the 10% decline since July would knock half a percentage point off the global rate of inflation, if it were to be sustained. But it is far from certain that it will be.

“If the conflict in the Middle East escalates, this will have an impact on energy prices,” Pereira said.

Should escalation be avoided, the OECD said further falls in oil prices could allow for a faster reduction in central-bank interest rates than it currently expects, and boost growth in countries that don’t produce oil.

With inflation rates set to fall further, the OECD said central banks should lower their key interest rates, but in a manner that is “carefully judged” to ensure price rises continue to slow. It expects the Federal Reserve’s key rate to fall by a further 1.5 percentage points by the end of 2025, while the European Central Bank’s key rate is forecast to fall by 1.25 percentage points.

The Paris-based body said the interest-rate rises that central banks announced in 2022 and 2023 to counter a surge in inflation continue to weigh on growth, although with diminishing force.

But it noted that many households and businesses continue to see the interest rates they pay rise as their debts mature and they enter into new contracts. The OECD estimated that almost a third of rich-country corporate debt is due to mature in 2026, with new debt issued to replace it likely paying a higher rate of interest.

The OECD left its forecast for U.S. growth in 2024 unchanged at 2.6%, and also retained its 4.9% projection for China. Pereira said the package of stimulus measures announced by the Chinese government Tuesday could lead to a “slight” upward revision when the OECD next releases growth forecasts in early December.

Ozempic Fuels Hunt for Smaller Clothes

Retailers see nascent sales boost fuelled by people switching to smaller sizes; ‘not something we’ve seen before’

In its quarterly report on the economic outlook, the OECD said it now expects global output to increase by 3.2% in 2024 and again in 2025