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SHOPPING AND FASHION ATTITUDES Dress Size Over 14 Dress Size 14 & UnderPercentage of Women 19% 79%Average Age 43.9 33.7Shopping Barometer 47.5 55.9Fashion Barometer 37.8 45.7Casual Barometer 61.9 54.9Can't find my size in clothing retail I like 71% 38%Current styles do not flatter my shape 72% 50% PETITE + LARGE = UNTAPPED MARKET designers are looking to fashion's next frontier: petite-plus Barbara, a 55-year-old marketing executive in Annapolis, Maryland, went shopping for a suitable mother-of-the-bride outfit last fall. Many women would find this retail task daunting, and Barbara had been dreading it retail since her daughter announced her engagement. Barbara is both large (size 14) and short (5 feet tall). “I searched in every mall in and between DC and Baltimore,” says Barbara. “They just don’t make dresses in my size.”Actually, they do. Problem is, the classification is so new that Barbara has never heard of petite-plus, even though she fits into the category. She’s unaware that Elisabeth, Liz Claiborne’s specialty size line, has petite-plus sizing.
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