Faced with the challenge of coming up with a name that indicates they sell larger sizes, but without actually describing their customers as being overweight or differently-sized in any way, most clothing stores just give up. There seem to be three main strategies:
I. Some Lady's Name
See Lane Bryant or Ashley Stewart. Who are they? Are they famously large women? Do they dress just like large women? You don't know. You just go to the mall and see fucking "Lane Bryant" on the store sign. Sure, all the clothes in the window display are a bit large, but since they're also apparently made for grandmothers, you just assume they're supposed to be shapeless, because that's what everyone seems to think old ladies like. As a teen, I walked in there once looking for an interview suit assuming exactly that; that they make stodgy conservative clothes for old people. And what's better than to look grown up for an interview? It took five minutes of browsing to realize they had nothing smaller than a 14.
II. Some Random Word
See Avenue and Alight. Looking at the number of "random word" stores starting with A, I'm willing to bet they're going through a dictionary and looking for the first words that have nothing to do with being fat or any other negative connotation. Unfortunately, as political pundits have taught us, any word can have a negative connotation if you put your mind to it. If you try to figure out why a plus-sized store would be named Avenue, the only logical conclusion is that they think their customers are as wide as a street. If you look at Alight that way, all you see is cruel, cruel sarcasm.