framebuyer
The LARGE and small of it
People come in every shape and size. Measuring up the unique needs of the plus-size and petite markets can help you please all of your patients   
By Lindsey Aspinall

Top to Bottom: Jacqueline from ClearVision is a larger woman's model; Kenmark's Bison from the Wolverine collection comes in three large sizes for men; the Fatheadz collection consists of wide-frame sunglasses made to fit larger heads, such as this silver/blue sports style

In the ever-growing and diverse marketplace, a well-stocked inventory featuring a wide variety of frames will ensure that you meet all of your customers' needs. However, many ECPs have yet to capitalize on what the clothing industry calls its "specialty market"—that is, plus-sizes and petites.

While referring to plus and petite sizes as a special sector of the retail market seems to imply that its clients are few and far between, that couldn't be further from the truth. Both markets are continuing to grow, and both are full of customers who demand to have a selection of merchandise suited to them.

LIVING LARGE

With nearly two-thirds of U.S. adults falling into the overweight category, it's no secret that America is getting larger. And bigger people create the need for bigger things. From airline seats to serving sizes and SUVs, America is being supersized.

■ Of Americans ages 20 and older, 136.5 million are overweight or obese, according to the American Heart Association.

■ According to market researcher group Mintel International Group Ltd., the sales of plus-sized clothing make up 75 percent of the specialty clothing market.

■ According to a recent ABC News broadcast, over 50 percent of American women are plus size.

■ The plus-size market is a $17.4 billion industry, said the ABC News broadcast.

■ The average American woman is a size 14, according to NPD Group, a market research firm.

From top to bottom: Vogue style VO 2312 from Luxottica comes in a petite size; Bongo styles B Carmela and B Gloria from Viva International Group are offered in smaller sizes; Jones New York Petite style J108 from REM Eyewear is ideal for small faces

it's the small things

America may be growing larger, but writing petites out of the picture will cause an outcry from your smaller customers. That's exactly what happened when Saks Fifth Avenue announced in January that they would be eliminating its petites department.

On June 19, Saks made an announcement that they would be reintroducing petites in 32 of its 55 stores this November responding to media coverage and the outcry of disgruntled petite patrons. 

■ The "Petite Woman" is defined as one who is 5 feet 4 inches or shorter. According to the National Center for Health's 2005 statistics, 56 percent of the population fits the bill.

■ Petite clothing sales generated $8.9 billion in 2005, according to the market research group Mintel International Group Ltd.

■ Recognizing that the demand is high and the offerings are limited, retailers like Kohl's, Banana Republic, and Sears plan to expand their petite departments.

■ In another Mintel survey of petites, 58 percent said there are not enough stores that carry petite clothing.

■ In 2005, petite clothing represented 21 percent of the specialty clothing market, according to Mintel International.