Magazine Article

     Today's we are focusing on the local boutique Shore which originated in Sarasota, Florida and opened in 2008. The business according to Britney Guertin, marketing coordinator for Shore, originated when "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." Many wonder what the name Shore really means or where it originated from the truth is "the name Shore was created from the above need, water-centric, young and active. A throw back in time where life was a bit easier. Shore encapsulates all things good, vacation time, weekends, family, activity and serenity." said Guertin. Currently, Shore's only location is at 465 John Ringling Blvd #100, Sarasota, FL 34236. There are however plans to expand, there will be a second location coming to Longboat Key very soon.
The boutique's main target demographic is 18-60 year olds with discretionary incomes, living an active, healthy lifestyle, looking for quality clothing, with a passionate for water. Since Shore's demographic is mainly an older audience, they very much enjoy servicing Sarasota. Even though, Guertin added "We do tend to get quite a few teens in the store, mostly shopping with their parents. Instagram is the main marketing channel that attracts them I’m sure. My main guess is they come in with the target audience, their parents though. Teens are a secondary audience for us, thus we aren’t using marketing dollars to target them."
Shore markets and advertises to their target audience in 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 Longboat Key and Sarasota Chambers, St. Armand's Association, Visit Sarasota Co., and other networking groups, fliers in guests bags as they purchase, and word of the month. Staying current with the latest fashion can prove to be quite hard but as for Shore they attempt to stay current by constantly attending trade shows, following trends via magazines and New York Fashion Week, and simply paying attention to the industry. The boutique offers a wide range of brands including Mara Hoffman, Tart, Blaque Label, Sol Angeles, 7 Diamonds, and Mavi. "Shore brand is our top seller, that is our private label." says Guertin. You can find out more about the brands offered and the boutique on the Shore website, http://shorebrand.com/. "Shore is about taking in all of life's many wonders, living life to its fullest, staying healthy and vibrant, living well and laughing often. Whether it be sailing, surfing, or just walking on the beach, let shore be a part of your day, every day."