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C h a p t e r 5 R e ta i l S t r at eg i e s
reflection of the residential base within the trade area, pointing to possible underserved or emerging sub-markets and latent opportunities. Generally speaking, the Wake Forest consumer appears to prefer conservative, loose-fitting, comfortable and practical fashions, offered at a value (like one might find at Kohl’s or Clarks), with a secondary niche in on-trend yet still relatively safe looks for “dressing up” and “going out” (like those found at an American Eagle Outfitters or LOFT). That said, the offerings at Pink Boutique and Carolina Clover (as well as Lily Mae’s, at The Factory) also point to demand for “Southern preppy” clothing and accessories for young mothers. The apparel and gifts at Pink Boutique, Ollie’s, Lemon Tree, and The Cotton Company suggest the presence of a shopper who
is interested in merchandise that is more trendy, colorful and fun. Furthermore, the emphasis on “craft” and “artisanal” offerings at Back Alley Coffee Roasters (with coffee), White Street Brewing and The Brooks Street Bowl (with beer) cannot just be attributed to the aforementioned hipster undergrads at SEBTS, but also, if not primarily, to the continued mainstreaming of such values and sensibilities in consumer culture. Finally, the success of such businesses as B&W Hardware and Brooks Street Bowl in targeting young families with children suggests that this demographic, so prevalent within the Main Street trade area, is in fact patronizing downtown Wake Forest and could possibly be tempted to spend more if the right kinds of retail, restaurant and entertainment concepts materialized to serve them.
S S Pink Boutique’s selection of monogrammed items, brightly colored dresses and rompers, leggings, tunic tank-tops and House of Harlow jewelry reflect its “Southern preppy” vibe and targets trend-conscious moms in their late 20s and 30s.
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