What do Martin Sheen, Al Pacino, Mark Wahlberg, Danny DeVito, Joe Pesci, and Seth Green have in common? Well aside from being actors, they’re all under 5’8” tall and they’re all customers of Jimmy Au.
Au runs a clothing company in Hollywood that specialises in suits for shorter men. You might think that a suit for a shorter man is simply a smaller suit, but apparently not, and this is the key to the niche Au has carved out. Most designers create their suits for men in the 5’10” to 6’2” range and then simply scale down for smaller customers without adjusting the fit. This results in knees and elbows falling in the wrong place.
In a world where most products and designs are created for people within the average or normal range, there must be niche opportunities in myriad markets for products specifically aimed at the tall, short, fat or slim. Might there be an opportunity to create a product for people outside of the normal size range in your market?