Business Brand Positioning

The Lindenne Brand Positioning Strategy:

For the fashionable woman who wants quality leather products and stellar customer care, the Lindenne Lifestyle is a haven that provides escape and trust. Unlike Nordstrom and Saks Fifth Avenue, the Lindenne Lifestyle provides the satisfaction not provided by corporate businesses.

My ideal customer would be females, aged 25-55, who appreciate fine craftsmanship in the products they purchase. I am targeting my business to be middle to upper class women in a trendy upper-middle class neighborhood. Buying "fast fashion" is very popular currently, but so is purchasing items that are American made, and are of better quality. Those that are more affluent have the ability to be more selective with their purchases, unlike those that can only afford fast fashion. I am gearing Lindenne to the woman that supports her community, likes to represent the brands she carries and wears.

Lindenne will represent and carry products falling into the category of Better Market. Being higher priced than moderate, but lower than bridge, this category will appeal to my demographic and customer.

I researched the zip code where I would like Lindenne to be located. 37204 is the Nashville-Davidson area, focused in on Vanderbilt/12 South areas.

As of April 2010, about 50% of the population of this area consists of females. 60.5% as of April 2010 consider themselves Caucasian. 86.2% of 37204's population have graduated high school and 35.8% have a college degree or higher, which is higher than the US average of 29.3%. The median household income in 2014 was reported at about $47,000 per year.

The 12 South Neighborhood in Nashville has had major economic growth in the past few years. According to the neighborhood's website, they have experienced so much rapid growth, its hard to keep up! This neighborhood has other stores such as Imogene + Wille, which sells special made denim, Draper James, Reese Witherspoon's boutique, Corner Music, White's Mercantile, just to name a few. Just by looking at the area, those that live in this area are into music, bike riding, boutique shops, $20 burgers, etc. Lindenne would be perfect for this area.

My biggest competition in the immediate surrounding area would be Haute Dogge, an upscale grooming center in Franklin, Tennessee. I think the edge I would have over my competitor is state-of-the-art equipment in a more modern setting and the addition of clothing and everyday product sales, reinforcing the one-stop shop. Another competitor towards the Metro-Nashville area is Izzy Pop’s Pet Salon, which is again an upscale grooming center, but doesn’t offer all-inclusive services like my business would. Obvious corporate competitors would be PetSmart and Petco, who both have a long-standing grooming business and a very trusting reputation for potential customers.