Target Market

Cherish primarily caters to women ages 20-35 years old, who reside around the Atlanta area of Decatur, Little Five Points, and Virginia Highlands. These women are college students, young professionals fresh out of school, and sophisticated stay-at-home mothers. They are highly educated and well-rounded. Staying current on the latest trends and current events is a must among these women. They like to attend parties, corporate functions, theatre productions, and art exhibits. In addition, the typical Cherish customer enjoys romantic dinners with her special someone, but also enjoys going to cocktail lounges to meet and socialize with girlfriends. Cherish women crave the high-end and appreciate the exclusivity of Cherish's vintage offerings. These women enjoy using their creativity to create their own unique looks, thus, are constantly pursuing vintage stores and small boutiques for specialty items. Not only are these women fashion-conscious and value-conscious, they also desire a distinctive presence wherever they venture. Last but not least, Cherish women have an eye for quality and a great appreciation for the boutique's superior monogramming and personal shopping services.

Cherish also caters to men searching for the perfect gift for his loved one as well as collectors and resellers of pristine vintage products.

Featured Products

Hats

• Feathered, wool, tulle
• $10.00 - $40.00

Gloves

• Cloth, leather, day, evening
• $10.00 - $30.00

Jewelry

• Bracelets, brooches, rings, necklaces
• $10.00 - $150.00

Shoes

• Lucite, boots, day, evening
• $30.00 - $80.00

Handbags

• Beaded, leather, satin, metallic, clutches, day, evening
• $20.00 - $150.00

Apparel

• Women's wear, day, evening, dresses, coats, jackets, skirts, tops, bottoms
• $10.00 - $150.00

Celebrities Go For Vintage Glam

Company Structure 

Cherish is a specialty retail boutique specializing in vintage clothing and accessories.  Cherish offers personal shopping and monogramming services as well.  The company consists of four team leaders as well as two full time employees.  Two interns also assist with the operation of the store during the summer months.  All promotions are done in-house.  

Organizational Chart

Local Competitors

Stefan's Vintage Clothing is located at 1160 Euclid Ave NE, Atlanta, GA 30307. This vintage store offers higher prices than most vintage stores with an average of $60.00 for dresses and evening wear. Clothing ranges form turn of the century to the 1970's. with evening attire and less formal tops and jeans. Accessories including jewelry, hats, and glasses are also sold at Stefan's.

Frock of Ages is located at 1653 McLendon Ave NE, Atlanta, GA 30307. This boutique features women's clothing from the 1940's to the 1960's. Frock of Ages also sells handbags, jewelry, and hats.


The Lucky Exchange is located at 212 Ponce de Leon Ave, Atlanta, GA 30308. The store will buy or exchange vintage clothing for men and women. The store offers selling by appointment and will trade clothing and accessories.

Position Statement

Cherish is the only vintage clothing boutique in the Decatur area that specializes in women's clothing and accessories with personal shopping and monogramming services.

Store Front

The store front of Cherish will have a classic, minimal appearance. Pedestrians and car traffic will be able to see the logo clearly as it will be displayed largely on the awning. The windows adjacent to the front door will always feature statement clothing and accessories. Antique or antique-styled fixtures and forms are be used in order to continue the vintage theme and coordinate with the products.

Upcoming Promotion and Window Display

In order to coordinate with Atlanta's International Fashion Week, Cherish will possible feature and French and/or Italian inspired theme. As usual, antique and antique-styled fixtures will be used. The merchandise featured in the windows will be of international designers and brands only. Also, during the promotion, Cherish will be giving away free embroidered handkerchiefs to customers that make a minimum purchase of $25.00. Signage describing the giveaway will be featured in the window. Elegant fabrics and design details will be used.