Despite being 50% of the population, fatties only purchase 19% of the clothes

A pretty fascinating (and short) interview about the giant fricking flop of Old Navy plus sizes, including the little factoid in the title.

I imagine it's heartbreaking to see a stat like that, think "holy shit this is free real estate: a completely underserved market that grows every year, both in market share and each individual person keeps gaining weight and has to buy new clothes! If we invest in R&D to clothe them, we'll be fricking rich." and then have the whole thing collapse under its own weight and go nowhere in two years.

Just fricking heartbreaking. So what went wrong? Is it moids to blame, for not having standards? Is it that fat people give up entirely on ever looking good? Is it that fatties are poor? Or was the whole premise flawed in some other way: skinny people buy a massive surplus of clothes that is unironically completely unreasonable and the fatties buying less is just a return to baseline?