Body-positive fashion app, Mys Tyler has released Mys Tyler Insights – Australian Edition 2024, revealing what Australian women actuallylook like.
The data from over 32,000 Mys Tyler users has been weighted to be representative of Australian women aged 18 to 75. It found that the average Australian woman wears size 16 and over one-third of Australian women (36.9%) are considered ‘plus-size’ (size 18+).
In addition, more than four in five (82%) Australian women describe themselves as curvy or full-figured and two-thirds (66%) wear a D cup or larger.
Mys Tyler founder, Sarah Neill said, “With the release of this data we want to highlight the disparity between the sizing of Australian women and what they’re being advertised and sold. We hope it acts as a ‘wake-up call’ to the fashion industry and helps keep inclusion and diversity at the top of the agenda.”
The release of Mys Tyler Insights comes off the back of research conducted in 2022 which found that 81% of women did not feel represented by fashion advertising, with size cited as the main reason.
“We know that women feel massively underrepresented by the fashion industry – not only can this have a negative impact on how women feel about their bodies, but it directly translates to an inefficient shopping experience, poor fit, and high return rates,” Neill added.
The Mys Tyler app uses its proprietary FIT algorithm to match shoppers with fashion creators who are most relevant (similar height, shape, size, age and colouring) so they can see clothes on a body like theirs.
Purchases made through the app have a less than 5% return rate – compared to an industry average of up to 40%.