Many retailers that focus on women’s clothing and accessories find it increasingly difficult to compete in today’s market. There are a growing number of retailers available both offline and online that are also clamoring for the same customers. As a result, many retailers will focus on the “average” size for women and overlook niche sizes, such as what small women need. However, doing so can really hurt your business, because offering women who are looking for something specific can benefit you in different ways.
In today’s marketplace, not only is it important to be found by customers who are looking for what you have to offer, but you also 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 small women look beyond their retail store to other locations that offer what they want, they are likely to lose their business. Giving the niche what they want, even if it means stocking additional products, will help increase your customer loyalty and keep them coming back for more.
Similarly, catering to a niche market can also help you expand your line in additional directions. ). That’s because women who buy 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 offline, you will find that the amount you are earning per customer increases substantially when you serve a niche market. That’s especially the case when you offer add-on accessories that work alongside the niche.
Most retailers find niche size problematic in the United States, but it’s actually a more global problem than most people realize. According to an interview with Anna Christina Rau, owner of a German-based lingerie website, women in that country are having similar problems. Like women in the United States, they deal with body image and struggle to find clothes that fit their body correctly. This is especially seen when buying small sizes of bras. In Germany, the most popular sizes for customers shopping on that niche lingerie website are 34AAA, 36AAA, and 36AA.
A woman’s average size can change from time to time, and as a retailer, you can be successful in catering to those average sizes. However, be sure not to overlook niche sizes and offer the petite woman what she needs as well. By doing so, you are providing a necessary boost to your business that will increase customer acquisition and retention. Although you will market to a smaller market in those niche sizes, they combine to create a very powerful force to sustain your business growth for the long term.
Sources:
“From tall to small: Why does the British street do ‘niche’ fashion sizes so well?”, The Guardian, http://www.theguardian.com/fashion/fashion-blog/2014/apr/16 / tall-petite-British-street-niche-fashion-sizes