Why Offering Niche Petite Sizes Benefits Retailers
by Claire Pearl Fashion Designer, ModelMany retailers who focus on clothing and accessories for women find
that it is becoming increasingly difficult to compete in today's market.
There are an increasing number of retailers available both off-line and
online who are also clamoring for the same customers. As a result, many
retailers will focus on the "average" size for women and will overlook
the niche sizes, such as what petite women need. Doing so can really
harm your business, however, because offering women who are looking for
something specific can benefit you in a number of different ways.
In
today's market, it is not only important for you to be found by
customers that are looking for what you have to offer, you need to
retain those customers for life. Of course, customer loyalty is nothing
new but today, it is becoming increasingly important in the retail
business. If petite women are looking beyond your retail location to
other locations who are offering them what they want, you are likely to
lose their business. Offering the niche market what they desire, even if
it means stocking additional products, will help to increase the
loyalty of your customers and keep them coming back for more.
In a
similar way, catering to a niche market may also help you to expand
your line in additional directions as well. That is due to the fact that
the women who are shopping for petite clothing are also going to need
accessories, such as jewelry, shoes and handbags. When they are shopping
at your location, regardless of whether it is online or off-line, you
will find that the amount that you are making per customer increases
substantially when you cater to a niche market. That is especially the
case when you offer complementary accessories which work right along
with the niche.
Most retailers consider niche sizing to be
problematic in the United States, but it is actually more of a global
problem than most people realize. According to an interview with Anna
Christina Rau, the owner of a petite lingerie website that is based in
Germany, women in that country are having similar problems. Just like
women in the United States, they deal with body image and they struggle
to find clothing that fits their body properly. This is especially seen
in shopping for petite bra sizes. In Germany, the most popular sizes for
customers who shop on that niche lingerie website are 34AAA, 36AAA and
36AA.
The average size for a woman may change from time to time
and, as a retailer, you may find success in catering to those average
sizes. Be sure that you don't overlook the niche sizes, however, and
offer the petite woman what she needs as well. In doing so, you are
providing a necessary boost for your business which will increase
customer acquisition and loyalty. Although you will be marketing to a
smaller market in those niche sizes, they combine to make a very
powerful force in keeping your business growing for the long term.
Sources:
"What do Small-Busted American and German Women have in Common", LuLa Lu Blog, http://blog.lulalu.com/2014/02/06/small-busted-american-german-women-common/
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Created on Dec 31st 1969 18:00. Viewed 0 times.