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Fsn 123

In: Philosophy and Psychology

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I. Target Market PRiMAALA is a Toronto fashion boutique that specializes in high-end women’s clothing for sizes between 12 to 24. This clothing store is designed for the purpose of showing that plus size clothing can be functional and stylish. They want to make a statement saying plus size women can look sophisticated, sassy, elegant and stylish at the same time. The name PRiMAALA comes from the combination of the word prime and the Hebrew word maala, which means to “rise up”. Rachel Holt, the owner of PRiMAALA said that, “the idea behind rising up is to encourage everyone who walks through the door to recognize the beauty within themselves, and to rise up in their sense of self and self-esteem” (“New Store:PRiMAALA”, 2014). PRiMAALA’s primary target markets are professional, feminine, fashion-conscious, cultured, social, intelligent, and affluent plus size women between the ages of 20 to 50. These women want to look good and be attractive. They also seek for comfort, and believe in quality, and wants clothes that lasts, so they won’t be needed to throw the clothes away every couple months. Plus size women are fairly conscious about their figures so they understand how it feels to wear nicely fitted garments. Moreover, these women also want to feel special, they want someone to understand their needs and they like to fit in. In addition, they like to shop regularly, try on clothes and they aren’t too overly fussy about the prices. Since PRiMAALA’s target markets are between the ages of 20 and 50, they are currently working or in a post-secondary institution with a disposable income. These women also like to hangout with their friends and they know how to have a good time. PRiMAALA’s immediate geographic target market would be plus size women that live in the city of Toronto. The boutique is located at 803 Dundas Street W, Toronto, Ontario, around the...

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