ears and Penny's are putting concentrated effort into tapping into the low-end, "clothing as a necessity" target market.
But the middle-and-upper-end markets have their own "Need" Clothing product: Children's clothing.
While competition among middle-and-upper-end retailers is strong, that challenge can be successfully met within the Children's Clothing industry by directing the marketing effort towards certain key positives: Scale of Operation
For the retailer entering the Clothing field, the matter of Scale of Operation is relatively decided: the large-scale operations of such organizations as Nordstrom's and The Broadway are already established - it would require massive financial investment to challenge and capture their market shares. Given the shifting of such groups towards the lower-end target markets (see above), even if resources were available, it is questionable that establishing such an organization in today's economic climate would be desirable.
In the 1990s the small-scale, dedicated-product line Clothing "boutique" offers the most potential to the retailer aiming at the middle-to-upper-end target markets.
The Location of the Operation is where the retailer wields the most control - and the small-scale, "boutique" retailer has the decided advantage over the larger organizations. City-Kids Boutique has decided upon the following location, chosen for its proximity to the target market for our product: Beverly Hills - on or near Rodeo Drive.
This location offers the following advantages:
(1) it is as "magnet" retail business district,
(2) amenable to the "walk-in" foot traffic so necessary for the dedicated-line retailer,
(3) with parking support for the distance-travelling clientele, and
(4) an established reputation for higher-end products and prices.
In the Beverly Hills/Rodeo Drive location, retail Clothing outlets abound - assuring identification of the product in the mar...