A SEAT at THE TABLE: Conversations with Today's Top Industry Leaders

Carving Out a Profitable Niche in the Activewear Market

June 28, 2021 Amy Lipton, CEO, Spitfire Petites, Inc. Season 4 Episode 5
A SEAT at THE TABLE: Conversations with Today's Top Industry Leaders
Carving Out a Profitable Niche in the Activewear Market
Show Notes

The old saying that there are riches in niches is proving to be increasingly accurate.

As consumers demand greater personalisation, brands that meet those requests are seeing steady sales growth - as well as healthy margins.

In the past, brands grew their sales by trying to provide something for everyone.  Today, that strategy is becoming increasingly unprofitable. 

New brands that focus on narrowly defined market segments are grabbing the high margin business.  And those super narrower segments are showing great profit potential.

Identify a consumer who is under served and give them exactly what they are looking for and you will be rewarded for your efforts.

I’m Jane Singer and Welcome to A Seat at The Table.  Each week I sit down with industry leaders, entrepreneurs, innovators and authors who share their insights, expertise, experience and vision for the future of business.

This week I sat down with Amy Lipton, founder and CEO of Spitfire Petites, which focuses on providing fashionable activewear for women golfers who wear petite sizes.

Amy parlayed a successful marketing career in the tech sector into an equally as successful role as fashion innovator.

In this episodeshe’ll share how she’ positioned Spitfire Petites to compete and win in the hyper competitive activewear sector.

Before we get started, if you’d like to create winning knitwear collections then SPINEXPO is the place to go.  It’s the primary exhibition for yarns and knitwear.
The fair is a rich resource featuring well-edited, high quality collections, as well as cutting edge technical innovation. 
Not to mention outstanding  trend information that can not be found anywhere else.  You can learn more at www.spinexpo.com.  There’s also a link in the show notes.

Also checkout our website.  You can find all of the previous episodes of a Seat at The Table, the show notes, news about our upcoming Master Class series and lots of other useful information.  You can find it at www.seat.fm.

Now let’s find out how Amy built her fabulous fashion-driven activewear brand.


Learn more about SPINEXPO:  www.spinexpo.com

Spitfire Petites:  www.spitfirepetites.com

A Seat at the Table website: 

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Visit A Seat at The Table's website at https://seat.fm