White Paper

Ophelia Small Boutique White Paper

December 5, 2014

MKT/571

Brett Tweedie

University of Phoenix

Executive Summary

Women in today’s market of apparel retail, are given only a few options when trying to find clothes that fit their age’s figure. Many of the consumers feel their only option to finding clothes is to either wear something tight and revealing or shop at stores that market to women above their targeted age. Some retailers believe that women do not want to grow old and refuse to except that so they are wanting to dress in more provocative clothing.

Fashion choices have been around for years. It wasn’t until the era of the 50’s that clothing became more provocative and geared towards the younger generations. Since then, it has become even more evident that clothing retailers are geared to make what looks more young and fresh in hopes to get women that are refusing to grow old, as they say, to buy their merchandise. As the years have progressed, women feel they want clothes that suit their age’s figure and are willing to pay money for it.

Results for this market are to give the consumers what they want. Give them affordable, high quality brands that are fashion forward. This in return, makes consumers less insecure and makes them want to buy apparel, not feel obligated to.

By giving the consumers what they want, they will feel valued. Once value is established, consumers are willing to become repeat consumers. This will make consumers use the products given more, while wanting to shop there more. This will then brand the product to the consumers and cause brand loyalty within the market.

The Problem with the Market

Middle class women ages 20-50 do not have specific clothing apparel geared towards them. The behavior patterns of this target market segment can be put into 5 groups (Applebaum, 1950). These groups can be summed up as: purchase place, what is purchased, usage of purchases, purchase method, and promotion usage (Applebaum,...