We started in October 2002 because there seemed to be nowhere for women of shorter than average height to find information about petite fashion. Since that time we've grown to become a site that's updated monthly with news and views from retailers and readers alike.
It hasn't been easy. From within the industry, petites are seen as a narrow and unglamorous niche that is effectively subsumed within the main brand identity. There is little marketing or advertising effort directed at reaching petite women. Consequently the customer often has no idea that a petite brand or sub-brand actually exists!
There's also a culture of disrespect towards the petite customer. Most petite clothes are photographed, if at all, as garment shots, not model shots. If you see a photograph of a petite garment on a model, the odds are, the model will be tall. Do you think that Plus size brands could withstand the gale of criticism that would hit them if they photographed all their clothes on Size 8 models?
