. >> reporter: michael caplin was studying for his mba when he noticed the latest trend, where an expensiveook on the runway is created cheaply in stores. it was ignoring the plus-size market. >> this is like something of interest and it's $32. >> we don't have a dress in our store more than $40, and the dresses are in that range. that's our fast fashion model. people come into our store and will see new things every week. new boxings show up in our store every day. >> reporter: does that coincide with the fact that a full-figured demo is lower income and looking for value? >> that's not why we do it. we do it because we think it's the best business model. >> reporter: michael brother toiled in retail for 20 years. little sister paily trained at nordstrom. their business model, enough with the size two. but no mu mus allowed. >> chic say mind-set, not a size range. >> watch amanda transform before your eyes. she's 17 and about to graduate from high school. >> she's going to italy. >> reporter: she's trying to clothes she never imagined herself wearing. it will me what you see there. >> i se