Allison Song Izu is redefining the meaning of petite with her premium denim collection. While some girls may be vertically challenged, they can still be fashionably advantaged. I caught up with Allison during LA Market Week and discussed the inspiration and necessity of  her denim line.

Allison gave me an informative lesson on premium denim quality and why premium is worth the price. She also discussed the difference between premium Japanese, Italian and American denims.

Marketing Premium Denim

Allison and I talked about marketing premium denim. She told me she’s carving out a her niche and leaving her mark one step at a time. The demand for her line in Hawaii has been overwhelming (after all, most women are under 5′ 5″). She’s been attending market weeks and orders for her line have been steady. She knows there’s a lot involved in expanding her brand and doesn’t want to do too much at once.

When asked about her online marketing initiatives, she gave  me a wide grin and promptly showed me her Twitter and Facebook fan page. In the next year, Allison plans on expanding her current site to an e-commerce platform. For now, she sells directly to boutiques and other online retail stores.

View Her 2010-2011 Denim Collection at Allison Izu.

Petite Premium Denim - Allison Izu

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