Know your Brand and Yourself
Just as magazines have a target audience, so do clothing lines. When the designers get together for a new line they make two significant decisions – who is their target market and what is their lifestyle? Take Multiples by Sharon Young for example. The very first time I sat down with my vendor to see this line, he began by telling me that Multiples is targeted toward a fashion forward 50 and over customer. That meant the rises on the pants were higher and the cuts on the tops fuller. Likewise, most stores have a target market too. Chico’s, for example, is aimed at a more mature woman while American Eagle at a younger woman. Any store worth its salt should be able to give you target market information for the brands they carry, and it would be worth your time to ask them.