Niche Markets – The Only Way to Go by Paola De Giovanni

Paola is now setting her sights on a new product launch Petite Mama maternity wear for petite fit. Paola explains, in her own words, the inspiration behind this latest collection

 

 

“THE IDEA OF DEVELOPPING A MATERNITY WEAR FOR THE PETITE WOMEN CAME WHILE I WAS WIDE AWAKE AT NIGHT, TRYING HARD TO SWITCH MY BRAIN OFF AND GO TO SLEEP. CURIOUSLY ENOUGH THE NAME ‘PETITE MAMA’ CAME INTO MY MIND WITHIN MINUTES. THE FOLLOWING DAY I STARTED IN EARNEST MY MARKET RESEARCH, USING ALL THE AVAILABLE MEDIA TO SEARCH THE APPAREL INDUSTRY AND CHECK THE COMPETITION, BOTH IN THE UK AND IN THE USA.

PRIOR TO SETTING UP PETITE MAMA I RESEARCHED THE CURRENT FASHION TRENDS AND THE UK APPAREL INDUSTRY. I DEVOTED A CONSIDERABLE PERIOD OF TIME TO CARRY OUT A THOROUGH INVESTIGATION BY VISITING THE COMPETITORS WEBSITES, THEIR SHOPS, AND BY REQUESTING THEIR MAILING ORDER CATALOGUES.

 

  

 

MY RESEARCH HIGHLIGHTED THAT STILL MANY PETITE WOMEN ARE UNSATISFIED WITH THE LACK OF CHOICE OF STYLISH AND CAREFULLY CONSTRUCTED GARMENTS. I TOOK IT A STEP FURTHER AND THOUGHT THAT MATERNITY WEAR FOR PETITE IS A VERY INVISIBLE PRODUCT RANGE AND PETITES HAVE DIFFICULTIES IN IDENTIFYING FLATTERING AND COMFORTABLE GARMENTS. PETITES OFTEN PURCHASE UNFLATTERING AND PLAIN CLOTHINGS AND LATER HAVE THEM ALTERED.

 

 

 

 

 

 

 

BY FOCUSING ON THE PETITE RANGE WITHIN THE WOMENSWEAR SECTOR, MY AMBITION IS TO OFFER STYLISH YET COMFORTABLE MATERNITY WEAR. PETITE MAMA IS CURRENTLY CONCENTRATING ON THE DESIGN AND PRODUCTION OF CASUAL-CHIC DAYWEAR.

PETITE MAMA’S MAIN ASSET IS A COMBINATION OF KEY FACTORS: A HIGH DEGREE OF CREATIVITY, FOCUS ON PRODUCT QUALITY, UNDERSTANDING OF THE NICHE REQUIREMENTS AND A WELL-THOUGHT OUT MARKETING STRATEGY. MY MAIN OBJECTIVE IS TO MAKE THIS COMPANY GROW AND BECOME AND ESTABLISHED AND RESPECTED TRADE MARK, WHOSE DESIGNS ARE SYNONIMOUS OF STYLE AND PRACTICALITY. EARLY ON I DECIDED THAT PETITE MAMA WILL BRING PRACTICALITY, STYLE AND GLAMOUR AT REASONABLE PRICES.

I FIRMLY BELIEVE THAT PETITE MAMA HAS THE POTENTIALS TO DEVELOP FURTHER AND REACH MANY MORE CUSTOMERS. PETITE MAMA IS THE ANSWER FOR THOSE PETITE WOMEN WHO WISH TO PURCHASE STYLISH MATERNITY WEAR, BUT DON’T WANT TO INVEST IN A ONE-OFF PRICY GARMENT, OR HAVE TO BUY PLAIN BASIC ITEMS OF CLOTHING, SIMPLY BECAUSE THERE IS NOT AN APPEALING ALTERNATIVE ON THE MARKET.

PETITE MAMA’S CUSTOMERS HAVE THE CHOICE TO BUILD UP A MATERNITY WEAR WARDROBE THAT OFFERS FLEXIBILITY: MANY GARMENTS ARE DESIGNED SO THAT THEY CAN BE WORN BEYOND THE NINTH MONTH.