A must-have product for girls with big breasts, a big gold mine in the niche category

To quote a golden phrase that overseas e-commerce practitioners often say, "You only need one hit product to completely change your life!"

This sentence is undoubtedly a true portrayal of the experience of Nicky, a British girl who has lived in Dubai for many years.

A hot product discovered by chance allowed this girl who yearned for freedom to live the life she wanted!

As Chinese sellers with limited understanding of overseas society and people, it is almost impossible to gain insight into the pain points of this relatively small group of people overseas in a certain scenario. It is hard to imagine that such a product can have such a large market demand.

The product we are talking about today is a sports bra developed and designed for girls with large breasts.

In many people's minds, plus-size clothing seems to be a niche market. However, according to Credence Research data, it is expected that by 2027, the global plus-size women's clothing market will exceed $265 billion. Europe and the United States, as regions with the highest obesity rates, are growing much faster than the overall growth rate of the women's clothing and underwear market.

There are also many domestic cross-border e-commerce brands trying to make money in this market. For example, Bloomchic, a DTC brand founded by Hu Zhoubin, the son of the founder of Metersbonwe, a well-known domestic brand, has emerged as a leader in this category in just two years.

The promising plus-size women's clothing market has attracted many new and old brands to enter, and competition is becoming increasingly fierce.

So, are there any blue ocean subcategories under the plus-size women's clothing category?

Let’s take a look at Nickybe, a sports bra brand founded by a British girl in Dubai.

This large-size sports bra designed for sports scenes caused a strong response from large-breasted women all over the world when it was launched on the market. It received wide acclaim and attracted many consumers to place orders.

Just a simple product try-on demonstration video has received tens of millions or even millions of views on YouTube and TikTok.

Click on any of the videos at random, and you will see the comment section filled with enthusiastic comments from viewers with strong purchasing desire and high consumption enthusiasm.

Relying entirely on free traffic from TikTok, Youtube, and Instagram, the small brand Nicky, a British girl, exploded. A steady stream of customers poured into this independent website built on Shopify with a crude design and only a few products for sale.

Website: https://nickybe.com/

The story behind this brand is quite interesting.

You can’t imagine that this product is completely designed by consumers, and the process of product selection and discovery is completely different from all the product selection and discovery methods that we cross-border e-commerce sellers are familiar with.

As a girl with a well-proportioned figure, Nicky does not have the problems that girls with big breasts have in daily life and sports. She is not a target consumer and naturally has no awareness of such needs; this product was not discovered using data mining methods.

I can only say that this is a wonderful arrangement of fate.

Nicky, who works as a pre-sales consultant in Dubai, has always disliked the routine, nine-to-five work and mechanical routine of life. She advocates freedom and loves sports, so she decided to start her own business.

At first, Nicky chose the swimwear category she was familiar with, but her small business did not develop smoothly. Under the impact of the sudden epidemic, swimwear sales plummeted.

When she was thinking about her next plan, she didn't have many ideas, but she found that the loyal fans and community she had accumulated on TikTok were an excellent source of first-hand information about the market.

One of the customers mentioned the problem of being a girl with large breasts, that there were no suitable sports bras on the market.

“Maybe you should try making a sports bra that will work for us,” the client suggested.

Nicky's eyes suddenly lit up. Being a good listener, she began to solicit the opinions of these big-breasted girls and carefully recorded their complaints about existing products on the market and their suggestions for design.

It’s not surprising that there is a lack of products on the market that cater to these girls.

“The factories don’t listen to the consumers,” Nicky said. “They think they know what the best product is.”

"For example, this large-size sports bra has padding inside. Girls with big breasts really hate padded bras. Common sense tells us that padding will only make girls with big breasts look even bigger." Nicky raised the corners of his mouth slightly and couldn't help laughing, with an incredible look of disdain on his face.

Nicky carefully noted the design ideas of these big-breasted girls. This sports bra has wide shoulder straps with adjustable lengths and a wide underband that can be tightened to ensure stability, wrapping, support and comfort.

Most designers are unwilling to lower themselves and spend time asking consumers for their thoughts and opinions. Nicky, who is not a fashion designer, knows very well that to polish a good product, one must conduct in-depth investigations on the front line. And the community of girls with the same problems or concerns on TikTok is the best source of information!

This carefully polished product quickly became popular on TikTok, attracting the attention of thousands of girls with big breasts.

Talking about the popularity of this product, Nicky has an expected look of confidence on his face. "Among many design samples, we finally chose this one because every aspect of this product meets the requirements we collected from consumers."

"From the appearance of this product, women with large breasts can immediately see that this sports bra meets all their needs."

How can such a product not explode?

Can those small and medium-sized clothing sellers and brands who complain about being crushed by SHEIN, which is data-driven like a precision machine, see a path that suits themselves from this case?

Women with large breasts (a niche group) + demand for underwear in sports scenes (extremely rigid demand in vertical scenes), in such a vertical market segment, fast fashion giants like SHEIN that pursue flexibility and rapid response do not have the patience to cultivate the market meticulously and continuously polish the most suitable products for this small market with limited size.

These niche categories may be opportunities for our small and medium-sized sellers and brands!