Clothing brands are embracing inclusivity with a new focus on petite sizing, reported Modern Retail. Mother Denim, based in LA, recently launched its first petite collection, resizing basics to cater to petite women.
Spanx introduced a line of shapewear tailored for petite body type, while luxury label Kjinsen shifted its entire focus to petite women’s clothing. This move aligns with the broader inclusivity trend in the apparel industry, accepting the demand from the petite profiles.
Gabriella Santaniello, founder of A Line Partners, states that brands are now addressing the “other end of the spectrum” after recent pushes for inclusive and plus-size offerings. The petite market presents a new revenue source, reflecting the growing diversity in the United States especially with brands such as Mother Denim and Kjinsen targeting women under 5’4″.
Despite the demand, venturing into the petite category poses challenges such as potential production and inventory issues. Melissa Minkow from CI&T highlights the importance of accurate sizing in terms of reduced returns, aligning with the overall trend in apparel retail.
Lauren Beitelspacher, associate professor at Babson College, warns that adding sizes, whether petite or plus, adds on to operational challenges. Apparel brands must navigate production adjustments and closely manage inventory distribution. Some brands have faced setbacks in the past due to operational issues, like Gap Inc. scaling back inclusive sizing after encountering supply chain challenges.
