Criterion A: Initial Investigation

My client, Ms. Ave Miller is the owner of My Best Friend’s Closet Consignment Shop. Ms. Miller opened
her consignment store five years ago and offers a variety of designer and name-brand clothes with
affordable prices.

Current Situation and Inadequacies:

My client has told me that while her current social media is okay, she is not fully satisfied with it. She
does not feel it is reaching enough customers or getting enough interactions. In addition to this, she
feels it does not show enough of the products offered to possible customers, thus leading to people not
looking more into the store because they do not believe it offers what they are wanting to purchase.

Consignment stores are usually not as popular as the mainstream stores or brands because they usually
mean the clothes have been used or worn, much like thrift stores. Many people do not look into
consignment stores because they would prefer buying clothes brand new. Furthermore, many resale
stores do not guarantee that a consumer will get the exact item they are wanting as department stores
do, so people opt out of choosing to purchase here to avoid having to spend time searching.

Ms. Miller wants to show consumers that her store offers a variety of options. While there are resale
clothing options, there are also new clothes brought into the store often. My client would like to
advertise the quality and wide assortment of products her store sells.

In her interview, my client stated that her main problems were:

• Unsatisfactory social media content

• Needs more of a following and interactions on social media
• Wants more of her products to be displayed to show customers the store’s variety
• Needs more publicity

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