Womens Clothing Stores Online – They Wanted More Youthful Skin-Baring And Tighter-Fitting Clothing In The Contemporary Departments
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Definitely, brands are stepping up to fill the void.
While featuring jumpsuits, flirty skirts and breezy dresses that don’t need to be hemmed, in 2015, Los Angeles cult brand Reformation premiered a petite clothing line titled Don’t Call Me Cute.
Today, the retailer offers a selection of more than 600 pieces and has exclusive petitefriendly designer collaborations with the likes of Tracy Reese and Whitney Pozgay of WHIT under its belt. There wasn’t a ‘button down’ in sight. However, it’s not only mass market retailers that are beginning to capitalize on the underserved category. We’d say that’s a step in the right direction. Actually, in 2012, as an example, Anthropologie debuted its first petite clothing collection featuring approximately 70 styles. Do you know an answer to a following question. Guess what? So, a retail shift is underway, the petite clothing market has a reputation for being short on fashion.
It’s an interesting fact that the move was bold and illuminating. Like Neiman Marcus, back in 2006, American department chains, Saks and Bloomingdale’s, started to quietly downsize or eliminate their petite departments and switch to an online only model. On a low sell through, executives explained to The NY Times that their decision wasn’t on the basis of sales floor space or height variances over time. Petite women were no longer interested in the buttonedup workwear popularized in the 80s by brands like Liz Claiborne or Jones NYC and that was largely all that was available. Notice, they wanted more youthful, skin baring and ‘tighterfitting’ clothing in the contemporary departments. While speaking of youthful, nowadays teens are moving away from the junior segment in favor of plus, petite and tall sizes, in line with new research from the NPD Group.
In a 2016 adolescent survey shopping habits, 49 percent of respondents said they’ve been shopping petite clothing as compared to 40 percent in Further evidence that a ‘one size fits all’ approach doesn’t work for most clothing, and it doesn’t work for marketing to consumers either, in the words of Marshal Cohen, chief industry analyst at NPD.
Prior to joining tFS, she worked as the Site Director at Lifestyle Mirror and the Senior Fashion Editor at Fashion Week Daily.
Herunhealthy attachment to hats led her to the halls of FIT, where she’s currently completing her millinery certification. Maria Denardo is the Fashion Director at theFashionSpot. Anyways, she proves that turbans never, ever go out of style. Normally, for a rundown of the 22 best petite clothing stores and brands at the moment, click on the gallery above.
