Bootlegger is a national chain of over 90 unisex fashion apparel stores ranging between 2500 and 5000 square feet in rural and suburban malls.  The assortment offering is a combination of exclusive brands and national brands dominated by jeans and jean-friendly fashions which differentiates and creates dominance in all of our markets.  The store design, visual, graphics, product offering and customer service all support a casual, comfortable yet exciting environment for our customers.

CUSTOMER
Bootlegger targets the younger unisex customer.  Our guy customers shop less frequently for fashion and rely more heavily on brand names to help make fashion decisions.  They look for quick service and associates that they can relate with to help make their decisions.  They are looking for up to date and fashion-right product.

Our girl customer is a frequent shopper and is up to date on all the current fashion trends.  She looks for value on each shopping visit because quantity is important in her ever evolving wardrobe.  She expects to find fashion right trends that will help ensure that she is in style.

MERCHANDISE
The jean dominant and focused assortment is developed as a full product offering or total look for the target customer with a commitment to quality, fit and value. A broad selection of casual tops and other products are coordinated to be worn with or beside a friend in jeans. The objective is be a fast adopter of the latest styles and continually fresh in the most desirable national and exclusive brands to earn customer loyalty.  Approximately 40% of the assortment is exclusive labels largely developed off shore for quality, fit and price control; the balance is U.S. or Domestic product in a combination of exclusive labels and national brands.  We offer product that makes our customer feel confident and fashion right every time they visit our store

MARKETING
The brand is the promise to the customer and marketing plays the role within the corporation to find, keep and grow profitable customers by protecting the promise. At Bootlegger we project an attitude that promotes confidence to our customers and reflects an aspirational attitude.

We promote our loyalty program “Bootlegger discount card” to maintain top of mind for our customers on each mall visit.  Bootlegger is a proud supporter of community events throughout the country and works hard marketing both at a national and grass roots level.  Bootlegger takes pride in its national partnership with the Canadian Gene Cure foundation and is a partner in implementing the national Jeans for Genes Day event.

"Jeans, and fashion to live in, for name brands, fit and great value"