The need for Petite Clothing brand in India

Before we begin, lets clear up the confusion that is often associated with the word ‘Petite’.

Petite is anyone who has a height of 5’4” or less. Petite women come in all sizes.

The average height of the female population in India is no more than 5’3”, and I am quoting the highest average I came across during my research. This number is much lower than the average of countries which offer a separate petite section, like the US and the UK. Despite this, the Indian market serves standard sizes which are expected to be altered by the customer. This time and energy consuming process seems pretty simple, but a petite customer’s psyche is never taken into consideration. This has left a huge gap (opportunity) in the market.

Whether you are passionate about fashion or you are someone who likes to keep it basic, clothes play a major role in defining you. They are an important factor in creating a first impression. They represent your mood and your persona which says so much about you without actually having to speak. Not everyone is conscious about their sense of fashion or style, but you cannot deny that when something looks good on a person, it does make him or her happy and most importantly, feel confident. 

There is always a solution for most problems, including the problem of finding correctly sized clothes for petites. But it’s about how comfortable the solution is? How much of the problem does it actually solve? Not every effective solution is an efficient one. When a piece of readymade garment is made to undergo certain alterations, especially big ones, it tends to lose its shape and character. All it becomes is a new piece of garment with a new ‘style’, but it is no more what we paid money for while purchasing it. This ‘altered’ approach often leads to a nit just a waste of money in most cases, but also makes us feel conscious while wearing it till we begin to settle for this adjustment. In a country where labour is cheap and purchasing power for affordable clothes is high, this adjustment becomes a way of life. 

However, you will never know what you are missing out on till you experience it at least one time. And the lack of size inclusivity seizes to provide that experience. Especially in a country like India, where the average height of a woman is 5’3” which falls under the petite bracket. But with extreme standardization for sizes because of the easily available alterations service, there never was felt a need for petite clothing market. And I realised that that need won't ever be felt till it comes from a person who has a first hand and years of experience of petite girl struggles. I wanted to create a efficient solution. I also decided to take it a step further by adding the element of ‘mindful shopping’, by trying to create a staple wardrobe, so that we don't get overwhelmed or confused by the fast fashion trends we see on social media and otherwise. Everyone should feel like they look put together without having to go out of their comfort zone. For an everyday girl creating everyday looks, styling should be fun, easy and quick.

Although the market is very niche and unexplored, I personally feel that the connection between the need and the solution is very strong. While there is still a lot to be experimented before we reach the desired level of perfection in this market. Perfetite is one of its kind brands that is ready to take baby steps in this journey to explore, learn and perfect!