DC Store – Archeology
This is a store DC outlet located in archeology in Rockwell. It’s located in a discrete location within the mall, keeping it hidden from the mainstream traffic of shoppers. To get to this outlet you would have to find it in the corner. This strategy is very effective in terms of appealing to its demographic. DC is a skate brand; which caters for most board sports and even bicycles. The nature of the demographic is very underground, meaning they like to keep to their own and not mix in with the mainstream crowd. They only care about what they are interested in and care little for anything else. That is the code and lifestyle for this market. The strategy works because it coincides with their belief of having their own space in a discrete location away from the mainstream slickers. Most skate shops that I know of are located in bottom floors or in hidden spaces, to give it a hard to reach perception. The lifestyle this targets is one to make the effort to visit their places of interest; therefore I think that this strategy is very effective.
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