Reformation's petite clothing line is now a permanent addition to its collection.
The Los Angeles-based brand initially released a petite clothing collection in 2015. The permanent addition of the petite collection (called 'Don't Call Me Cute') means that girls under 5'4'' will be able to shop the L.A. Cool Girl e-commerce site and worry less about the fit.
It can be extremely difficult for those with body shapes outside the norm to find clothing online or in-store. As more and more clothing companies look to take on an inclusive approach, consumers will have an easier time finding clothing they love without having to get it tailored.
Reformation's petite clothing line includes a number of feminine dresses and great-fitting denim staples, making it ideal for Millennials seeking style and quality that best suits their unique body shape.
What's Driving This Trend
- Inclusive Fashion Trend
- The permanent addition of Reformation's petite collection reflects a growing trend of clothing companies offering inclusive options for consumers with body shapes outside the norm.
- Online Personalization Trend
- The inclusion of Reformation's petite line on their e-commerce site highlights the trend of online retailers providing personalized shopping experiences for niche markets.
- Millennial Body Positivity Trend
- Reformation's petite collection caters to Millennials seeking style and quality that best suits their unique body shape, aligning with the trend of promoting body positivity among this demographic.
Who This Affects Most
- Fashion Retail
- Fashion retailers can capitalize on the inclusive fashion trend by offering specialized lines for consumers with unique body shapes, like Reformation's permanent petite collection.
- E-commerce
- The online personalization trend creates disruptive innovation opportunities for e-commerce platforms to enhance their shopping experiences and cater to niche markets.
- Apparel Manufacturing
- Manufacturers in the apparel industry can tap into the millennial body positivity trend by producing clothing with inclusive sizing and promoting body-positive messaging in their marketing campaigns.
