BEYOND STANDARD SIZING

From alterations to limited choices, uncovering the obstacles petite women face in the pursuit of sartorial expression.

- PRIYANKA KATHURIA

Is the fashion industry neglecting the needs of petite women? Petite women-typically defined as those with a height of 5'4 or shorter, face numerous challenges when it comes to finding clothes that fit well and complement their unique figures. The fashion industry's oversight of their needs has led to a missed opportunity-an untapped market with immense economic potential, as this demographic represents approximately 25 per cent of the female population. A study by US-based Coresight Research reveals that the petite apparel market globally is estimated to reach $48 billion by 2025, demonstrating the substantial revenue opportunity for fashion brands. Those investing in petite-exclusive collections have witnessed a surge in sales and positive brand sentiment. For instance, UK-based fashion retailer ASOS experienced a 25 per cent increase in sales after introducing its petite line. There is a dire need for better inclusion even in India. In an effort to gain deeper insights into the challenge at hand, Bazaar India sought the perspectives of three influential women who have encountered similar obstacles.

TARINI MANCHANDA,

Digital Content Creator