January 31, 2005

Catering to the Vertically Challenged

Banana Republic is getting bigger by starting small.

The mass-market clothing empire, known for its updated classics and Project Runway presence, is opening five petite boutiques in 2005. Starting in key markets Boston, Los Angeles, and Seattle, the stores will cater only to women 5’4 and under.

Besides small clothes, the stores will offer “fit guides”— personal shoppers trained to help petites match their body type to the perfect outfit. While the tall crowd may consider Banana’s new venture a style snub, they’ll be in the minority – 56% of American women are considered petite, and could make a major dent in Banana’s expanded market.

--A big, fat WHOO HOO from me! I have to get almost everything altered, and it gets pricey. This is great news. While it doesn't appear they are opening one of these boutiques in Indianapolis, I'm sure they'll have online options for those of us who are midgets in other cities.

Posted by: Lawrenkm at 06:13 AM | Comments (3) | Add Comment
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1 I see they'll have "fit guides" but I hope they'll have good clothes to accomodate different builds other than skinny, really skinny, and anorexic. It was never fun to go clothes shopping with one GF when she couldn't find anything to accomodate her voluptuousness.

Posted by: Brian D. at January 31, 2005 06:46 AM (jwBVx)

2 Can you say "follow the yellow brick road"

Posted by: Shillelagh at January 31, 2005 08:26 AM (lrCbr)

3 Why don't they ever do cool stuff for tall chicks???!?!?!?

Posted by: Eli at January 31, 2005 10:32 AM (MTqwP)

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