Cross-Dress/Transgender Niche Retailer Beating the Recession
Ontario, Canada (PRWEB) December 4, 2008 -- With big box stores in Canada and the United States bemoaning their excessive inventories and slow sales, some niche retailers are holding their own and even growing their businesses.
Genie, The Crossdress Store, has seen increases in sales over the past few months, even with the fears of recession tightening people's pockets. By catering to a very specific audience, owner Nicolle Robinson feels she can beat the recession woes.
"We aren't trying to be everything to everybody like major retailers," she explained. "By choosing one specific audience and really getting to know them and their shopping needs, we are able to sustain our business in the face of recession."
Small and entrepreneurial business marketing specialist, Wendy MacQueen, owner of Mormac Brand Re-engineering, thinks Genie, The Crossdress Store and other niche retailers are doing the right thing to survive.
"Niche retailers have the best opportunity to survive a recession," Ms MacQueen noted. "They can focus very clearly on their audience and use their marketing dollars well through targeted campaigning."
Use of social media and online relationship management helps Genie, The Crossdress Store keep costs down and serve their customers in the environment where they want to shop.
"As you can imagine, cross-dressers, transvestites, transsexuals and transgenders usually want to shop in the privacy of their home where they don't have to worry about discrimination or negative reactions," added Ms. Robinson. "Being part of this community myself, I have full appreciation for the discretion needed to satisfy the customer. We have recently stepped away from the EBay environment and now sell primarily through our own website, enhancing the opportunity for privacy and discretion."
"Niche retailers who don't really know their audience are at risk, but ones that do the research and interact with their customer, have the strongest chance to survive," Ms. MacQueen stated. "Retailers like Genie, The Crossdress Store, don't sell luxuries. They sell the every day items of people's lives - and people don't stop living their lives because of recession. As a niche retailer, you just have to tailor your messages and your product line to reflect your customers' needs."
Genie, The Crossdress Store, can be found at www.the-crossdress-store.com.
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This press release has been reprinted from PRWEB per the terms and conditions of the copyright notice.
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