What Can Companies Learn From Tall Folk?
Posted July 17th, 2009 @ 3:53 pm PST

I just came back from giving a talk on how companies can profit by meeting the needs of the 35% who don't fit a size medium, and it went so well that I want to talk a little about it.

There's a lot of tall money to be made. As my book research showed, tall consumers have tons of dollars--and nowhere to spend them. To the point that many tall folks simply don't shop anymore, and grudgingly buy plane tickets and furniture only when necessitated. I am this consumer, I know her well. My needs are so poorly met that when a company provides even marginally-appropriate products and services, I think it's Christmas and tell all my friends.

This is not just a tall issue. The tallest 15% and smallest 15% are sitting ducks, just waiting to spend money with companies that address their needs. They are passionately loyal, and shopping feels more like supporting a good cause.

A few companies have figured this out--JetBlue's campaign to offer reasonable economy leg room is genius, and Tall Girl Shop, Long Tall Sally and Casual Male have all capitalized by providing clothing for the long-of-leg. There are also hotels that provide long beds, and European stroller companies that offer extensions. To say that these companies are beloved is not an understatement.

I speak alot about how companies can develop inclusive marketing strategies and product offerrings--how to find the tall and small folks to buy 'em. And the message seems to be getting through. Amazing things happen when tall folks voice their needs.

the Book
The TALL Book [signed copy]The TALL Book [signed copy]
by Arianne Cohen

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