Please Tell Us Why You Want To Work In Retail/Fashion. Why Offering Niche Petite Sizes Benefits Retailers

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Why Offering Niche Petite Sizes Benefits Retailers

Many retailers that focus on women’s clothing are finding that competition is getting tougher in today’s market. There are an increasing number of retail stores that exist both off-line and online that also appeal to the same customer. As a result, many retailers will focus on the “average” size for women and will focus on the dimensions of the model, as petite women need. However, doing so can actually hurt your business, as targeting women who are looking for something specific can benefit you in many different ways.

In today’s market, it’s not only important for you to be found by customers who are looking for what you have to offer, you need to keep those customers for life. Of course, customer loyalty is nothing new but today, it is becoming more and more important in the retail business. If little women are looking outside of your retail location for other places that offer what they want, you may be losing your business. Providing the niche market they want, even if it means adding more products, will help increase your customers’ loyalty and keep them coming back for more.

Likewise, catering to a niche market may also help you expand your line in other directions (Source: “Tall to petite: Why is the British high street measuring ‘niche’ fashion so well?”, The Guardia). That’s because women who sell small clothes also need accessories, shoes and handbags. When they shop at your location, regardless of whether it’s online or offline, you’ll find that the amount you make per customer increases significantly when you’re targeting a niche market. This is especially true when you offer additional accessories that work well with the image.

Most retailers consider niche sizing to be a problem in the US, but it’s actually more of a global problem than most people realize. According to an interview with Anna Christina Rau, owner of a small clothing website based in Germany, women in that country face the same problems. Like women in the United States, they are concerned with body image and they struggle to find clothes that fit their bodies properly. This is especially seen in the purchase of small bra sizes. In Germany, the most popular sizes for customers buying clothes on that clothing site 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. Make sure you don’t mind the picture sizes, though, and give the little lady what she needs. In this way, you provide the necessary boost for your business that will increase your customer purchases and loyalty. Although you will be buying into a smaller market in those niche dimensions, they together become a very powerful force to grow your business in the long term.

Source:

“Tall to petite: Why does the British high street measure ‘niche’ fashion so well?”, The Guardian, http://www.theguardian.com/fashion/fashion-blog/2014/apr/16/tall-petite – British-high-street-note-fashion-size

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