New Business

This may sound like a no-brainer, but if you don’t know who your target customer is, you’ll have a tough time retaining loyal consumers. I don’t mean just knowing who your customer is, but really being attuned to everything he or she does, wants and thinks. How old are they? Where do they live? How much money do they make? What colors do they prefer? Where do they buy their clothes? A middle-aged housewife with a disposable income may not be looking to buy a sequin G-string with matching garter, and failing to tailor your product to her needs can quickly result in loads of missed opportunities.

Surveys (using SurveyStud), focus groups and research can be a great way to learn about your customer’s preferences and buying habits. Another helpful tool that worked for me was to identify an actual person (celebrity, athlete, musician) as my target customer. I got to know everything about that person, and was soon able to pick up on little cues and details of what they wore and where they shopped. Now, whenever I’m unsure if a certain style will resonate with my customers, I always refer back to that person and ask myself, “would they wear this or not?” to help me decide. Having a consistent vision across the board, from your product to your marketing, is invaluable these days and can save you a lot of money in the long run.

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