Magazine Interview Answers

1. How did the business originate?

We found there was a void in the market place where there was a great divide between young apparel lines and much older apparel lines. We felt there needed to be an apparel line and store that offered an ageless flair. Even a take on the surfer now all grown up and wanting a cool, hip apparel line that is made from high end fabrics that stand the test of time.

2. What year did the boutique open?

2008

3. Do you have more boutiques in Florida or in other states?

Currently, this store is the only location. We have a second location coming to LBK coinciding with our second restaurant location (where Moore’s Stone Crab used to be – you can find several news articles that cover this).

4. How did you come up with the boutique's name?

The name Shore was created from the above need, water-centric, young and active. A throw back in time were life was a bit easier. Shore encapsulates all things good, vacation time, weekends, family, activity and serenity.

5. Why did you decide to have a teen boutique instead of having the traditional older demographic boutique?

Shore is not really a “teen boutique.” Our target demographic is 18-60 year old men and women with discretionary incomes, living an active, healthy lifestyle, looking for quality clothing, with a passionate for water (the beach, boating, etc.).

6. How do you survive in a city that predominantly targets older demographics?

Since our demographic is mainly an older audience, we very much enjoy servicing Sarasota.

7.  How does the boutique draw in teen customers?

We do tend to get quite a few teens in the store, mostly shopping with their parents. Instagram is the main marketing channel that attracks them I’m sure. My main guess is they come in with the target audience, their parents though.

8. Is the boutique popular with teens?

We do tend to see quite a few in the store shopping, but because they are not usually the ones purchasing the items, we don’t have much demographic data to say how popular exactly.

9. How do you advertise? Market?

Many, many ways:

-Email marketing (e-blasts/VIP club)

-Social media, i.e. Facebook, Instagram

-Digital advertising

-Placing ads in national and local magazines

-Working with the LBK and SRQ Chambers, St. Armands Association, Visit Sarasota Co., and other networking groups

-Fliers in guests bags as they purchase

-Word of mouth

10. What type of teen audience are you targeting?

Teens are a secondary audience for us, thus we aren’t using marketing dollars to target them

11. Does your boutique appeal only to teens?

No

12. How do you stay current with the latest fashion?

Constantly attending trade shows, following trends via magazines and New York Fashion Week, paying attention to the industry

13. What type of clothing brands does the boutique offer?

We offer MANY brands! Shore brand is our top seller (that is our private label). You can find the others on our website, but a few of the other top sellers are:

-Mara Hoffman

-Tart

-Blaque Label

Mens:

-Sol Angeles

-7 Diamonds

-Mavi

14. What type of price ranges are available in store?

It varies, you can check website to compare items specifically

15. Is the store profitable?

-Yes