High-end retail women’s boutique dress shop was established in 1988 in upper-middle class neighborhood. The store sells designer gowns, dresses, cocktail dresses, mother-of bride or groom dresses, sportswear, Prom dresses, Homecoming dresses and accessories. The store became known as the place to shop for designer gowns and dresses especially for mother-of-bride or groom.
Increase sales of Prom dresses by 10%, without online purchased. Customer must come into the store.
Store was known for mother-of-bride store with a target audience of over 40 years old.
New target audience: 16 – 18 year-old high school girls.
First year:Sold over 300 dresses, an increased of sales by over 30%. Best Prom season since the store opened in 1988. Second year goal: Sell 400 dresses. Actual: Sold over 1,400 dress Currentlyselling over 2,000 dresses