Untapped Opportunities in Fashion Design

Question:  “Are there any 'untapped' clothing categories where a designer could really make a name for himself in fashion design?”  -- Dion

Answer:  Absolutely!

From the emails that populate the inbox on my image consulting site, Fashion For Real Women,

http://www.FashionForRealWomen.com

I know that there are plenty of people out there who are hoping, searching, and praying for someone to hear their pleas and offer clothes for them.

So just who are these people?

Those who fall OUTSIDE the “standard” size ranges typically offered by the fashion industry.  These “standards” include women sizes 4-14, 5'4” to 5'8” in height (European sizes 34-44 and 1.6256-1.7272 m tall), who also have an hour-glass shape, and men shirt sizes 14 to 15 ½, suit sizes 34-48, 5'8”-6'2” in height (European shirt size 36-39, suit sizes 44 to 58, height 1.7272-1.8796 m).  While many people fall into these categories, many more do not.  And they're having a very tough time dressing well because of it.

If you're a designer with an eye on opportunity, here are some areas in need of good, strong talent:

WOMEN

• Petites – any woman, regardless of size, is considered petite if she is 5'4” tall or shorter. While many standard-sized companies offer a petite line, there seems to be a shortage of affordable casual petite clothes, as well as petites for plus-size women.  Another untapped market?  Proportionally correct petite choices for Asian women, who tend to be both thinner and have longer torsos and shorter legs than the “typical” petite woman.
  
• Tall – ask any woman over 5'10” where she does her shopping, and chances are, she'll give you a short list.  Why?  Because there are so few choices for tall women, even less so than for petites.  Tall women need longer sleeves, skirts, and pants legs than the average woman, and finding them can be a chore. 
  
• Plus Size – while nearly 50% of the American population is overweight, there just aren't a lot of attractive choices for plus size women.  Whether petite, average height, or tall, there are plenty of size 14+ gals who would dress better in a heartbeat if they could find better-looking clothes. 
  
• Maternity – while the maternity market has come a long way in the last 20 years, there's still plenty of room for the talented newcomer.  Expectant mothers need clothes that are versatile, affordable, and can coordinate easily with other items, but that don't make them look like they're wearing a tent.

MEN

• Short – short men, like short women, have lots of trouble finding clothes that fit.  Suits and dress shirts have to be altered or custom-made, and casual clothes typically come from the boy's department.
  
• Tall – while there are some specialty shops that cater to tall men, you'll usually only find them in large towns or cities, and can expect to pay a premium price.  What's more, to get the needed length in casual clothes, very tall men often have to opt for sizes XX Large – which can look sloppy, particularly on thin, tall men.
  
• Large – large size men, like large size women, come in every height and size.  Finding clothes is a challenge, and finding good-looking clothes is nearly impossible.  Most have to settle for ill-fitting separates, which tend to look sloppy and unkempt.

With so much emphasis on average, thin bodies in the fashion world, it's easy to see why these people have been overlooked.  Unfortunately, it doesn't change the fact that not everyone is a standard size.  Plenty of these people have the means to dress well...they just don't have the clothes available to purchase.

If you could design clothes that make these folks look taller, thinner, shorter, heavier, more elegant, or whatever, you could have a VERY lucrative business on your hands.  Don't overlook the potential just because these body frames aren't “all the rage”.  If you do, you could be throwing away a lot of money.

Don't believe me?  One of the most popular designers of all time was Cristobal Balenciaga (1895-1972), who was considered a master illusionist when it came to women's bodies.  He could make even the most matronly figure look chic and glamorous, and women couldn't give him their money fast enough to have him work his magic on them.

People tend to be very loyal to brands they like, whether it's toothpaste, appliances, or clothes.  If you can make non-standard bodies look chic and glamorous instead of sloppy and frumpy, you'll have a loyal following from now until you retire...guaranteed!