Fashion can be an expression of individuality or association, and different groups of people respond in different ways to different styles. A sixty-year-old retiree in Florida, for example, is not likely to be interested in any clothing that appeals to teenagers in Washington state. Defining a narrow target market is the key to success for clothing boutiques, whether they operate locally or online. A well defined target market identifies customers based on demographics like age and income, geographic considerations based on climates and regional styles and psychographic characteristics, such as social affiliations. Spend a good deal of time working out a comprehensive definition for your target market, as this step will influence the decisions you make in all other marketing plan sections.