What is The Indigo Child??
Last week, we looked at how Entourage targets college-aged students in college towns. This week, I want to look at a more local, newer boutique by the name of The Indigo Child. This boutique is located downtown Athens and opened its doors less than 2 years ago. The Indigo Child carries higher-end clothing lines such as Wildfox, Dolce Vita, and Citizens of Humanity while also carrying consignment clothing and accessories. They also carry hand-crafted necklaces and accessories made by local college students which attribute to their unique brand positioning.
Who even wears these clothes??
The Indigo Child equips customers with vintage styles while giving off designer vibes. This boutique mainly targets college-aged students who have a little more money in their pockets, willing to spend a couple hundred dollars on an entire outfit. While this is their main target, they also have a section in the back of the store dedicated to thrifters looking for the same style.
How does The Indigo Child reach these consumers??
The Indigo Child attracts its customers mostly through social media platforms like Instagram where they have 15.7k followers. Considering 20k UGA students are female, The Indigo Child has a great following on social media. Especially attracting the type of customer they want.
Through Instagram, they also use female UGA students who have a strong instagram following as well. By using these girls as models, they are able to advertise on the girls’ personal instagrams as well as be featured on the store instagram page. This creates lots of buzz for the company and boosts sales. When you see how great something looks on an instagram model, you instantly NEED it in your closet too!
All in All…
The Indigo Child is a brand new boutique to Athens, GA and has somehow already found its niche market and marketing pretty well to them. Their instagram following is HUGE considering how long they have been open and their marketing strategy differentiates them from the competition. I see a great future ahead of them as long as they continue to differentiate and make themselves unique to competition in the Athen area.