JULWhat 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.
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