The Shrinking Petite Department

New York Times reporter, Michael Barbaro, recently reported that Bloomingdales, Neiman Marcus and Saks Fifth Avenue will be discontinuing or cutting way back on petite-sized women's apparel. Why?

Cha-Ching
According to the report, the decision comes down to money, specifically space versus profit. The named department stores determined that allotting space for full petite departments is not profitable. Department store executives are quoted as saying, "petite women would rather wear the more youthful, skin-baring and tighter-fitting clothing in the contemporary departments, even if it does not fit them as well." The stores plan instead to invest dollars in average sizes and those who do not fit the mold will have to turn to alterations to insure proper fit.

Customer Reaction
This news has angered loyal petite customers. Unlike other size-challenged groups, the petite shopper has enjoyed full departments from weekend wear to formal dresses, moderate prices to expensive top designers. But apparently the $10 billion a year petite customers spend on clothing is not enough to keep the department stores from snatching the space for items with wider appeal which will add up to higher profits.

The Accumulative Effect?
If the petite customers really do turn away from stores which no longer carry their clothing, what happens to the loss in dollars which was spent in other departments, such as housewares, cosmetics, shoes and gifts? Do the three "fashion emporiums" believe that the angry petite customers will get over their frustrations and return one day? Time will only tell. In the meantime, Macy's, Sears and Nordstrom are reporting petite sales are good and there are no future plans to discontinue the departments.

(Photo Credit: Lauren by Ralph Lauren Petites at Macys.com)

More: Where's the Petite Department? Going the Way of the Petticoat