Abstract
According to data, there are more than 90 million obese people and 200 million overweight people in China, many of whom are women. Therefore, the plus-size women's clothing market is increasingly demanded by the market. This article is based on the 5C theory to study the current marketing strategies of plus-size women's clothing in China and what marketing strategies should be adopted by Chinese plus-size women's clothing brands in the changing market environment. Through literature reading and analysis, it can be concluded that based on the 5C theory, the current marketing strategy of plus-size women's clothing brands is: In order to cope with the changing market environment, Chinese brands need to respond flexibly, continuously innovate and optimize marketing strategies, and keep pace with the times. Advance, maintain competitiveness, and integrate Chinese traditional culture and clothing to move towards the international stage.
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