Merchandising/Marketing/Retailing: Management

Identifying Target Customers and Marketing Strategies for Local Boutiques

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Abstract

This study examines how local clothing boutiques in small U.S. cities can more effectively identify and serve their target consumers amid increasing competition from chain retailers, fast fashion, and e-commerce. Although boutiques are often assumed to appeal primarily to young shoppers, empirical evidence is limited to support this belief. Guided by the Segmentation, Targeting, and Positioning (STP) framework, this research employed a multi-phase qualitative design, including semi-structured interviews with 33 consumers across three age groups and an online survey of 27 young adults. Findings reveal notable differences in consumer perceptions: elderly shoppers appreciate quality and service but find boutiques expensive; middle-aged shoppers prefer broader selections and lower prices; and younger consumers view boutiques as sources of unique, stylish items and personalized experiences. However, gaps exist between young consumers’ expectations and boutique performance. The study identifies key motivational factors and offers actionable recommendations to strengthen boutique marketing strategies and enhance engagement with their most promising target market.

Keywords: Local Clothing Boutiques, Consumer Segmentation, STP Framework, Young Consumers, Marketing Strategies

How to Cite:

Tong, X. & Su, J., (2025) “Identifying Target Customers and Marketing Strategies for Local Boutiques”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21391