1. Business Strategy and Competitive Differentiation
We know our customer and are dedicated to making her "look and feel beautiful." We believe the continued success of our brand will be driven by our commitment to making our customers "look and feel beautiful" by offering distinctive merchandise with a superior level of personalized service. We have concentrated our marketing and merchandising efforts on women between the ages of 30 and 50 who seek distinctive apparel in order to project a contemporary, feminine, and youthful self-image. Internally, we refer to our target customer as "Sydney" and believe she represents a middle-to-upper income woman who is well-educated, active, and appearance-conscious. She considers herself to be (cont’d)
every sydney is different but theyre all looking for the same thing - confidence of course!
sydney is very sad when sales people dont help her
i dont really remember what sydney was like
just a regular woman
not like doofusy or anything
and she was like in her 30s maybe ? and thin -ish
the point was that sydney wasnt defective -- just that any woman can benefit from the ease and high style of WHBM
2. feminine and sexy, with a youthful attitude, regardless of her age. We believe Sydney looks to White House -- Black Market to provide her with clothing that is fashionable and appropriate for the occasion and enables her to express the fun and original side of her personality and lifestyle.
a very dark period
you just lose faith in humanity and are totally in a vacuum
wondering if youre othering yourself
i would sit in my car before going in and just cry hahha