The Clientele

My primary consumers will be females between the ages of sixteen and thirty years old. She is of middle to upper class and is not only a fashionable and trendy young lady, but she is aware of the chemical processes, wasteful procedures, and other harmful influences that some of the textile industries methods have on our precious environment. Most of my customers are of Caucasian ethnicity, due to the location and style of the boutique. The segment of my customers lives in or around the Carthage, Tennessee, area, which is my mostly-rural home town. My customers may also come from surrounding counties due to the lack of shopping centers and clothing shops in the areas.

                       

My younger customers are high school or college students who have a fancy for fashion and just want to dress in chic and quality garments. The customers in the middle and older segment of my target age group are either single or married with families and are knowledgeable of the eco friendly background of my shop. These women are not only interested in the fashion and trends found inside the brand, but they are also interested in the motives behind the environmental efforts of the company and the personality that the atmosphere gives the brand identity.

Even though my target market is dominantly middle- to upper-class females, the location of the boutique will bring in lower class customers as well, especially those who are fashion friendly and want to be perceived as higher class citizens. The typical age range of my customers will be between the ages of eighteen and twenty-five. As I stated earlier, my brand is based around “green”, or environmentally friendly principles, so my customers will have somewhat of an awareness of this. She will notice the quality and care of the garments and products as well as the trendy and up-to-date styles that the brand offers. She will be familiar with current styles and trends, influenced mostly by fashion magazines like Vogue, Marie Claire, and Harper’s Bazaar.