2. Retail Market Strategy

3. Direct Competitors Pink 629 Kathleen’s Unique Boutique La Mode Dress Shop Wal-Mart K-Mart

4. Target Market & Positioning Teenage girls and women ◦ Ages 15-60 Positioned in the middle ◦ Most items are trendy but casual ◦ Service is limited

5. Strategy To sell trendy but comfortable clothing at affordable prices

6. Competitive Advantage Customer loyalty ◦ Take Ten Card ◦ Retail Branding  Maurices $29 jeans Location ◦ Right off the Interstate Committed, knowledgeable employees

7. Retail Mix Broad variety of women's clothing ◦ Jeans, casual, dressy, shoes, and accessories Limited assortment Average Pricing Convenient locations in high traffic areas such as malls

8. SWOT Strengths ◦ Customer Loyalty ◦ Location ◦ Financial resources Weaknesses ◦ Limited assortment & storage space Opportunities ◦ Expand Franchise Threats ◦ New clothing stores moving into nearby strip mall