With stores in Athens, Ohio; Lexington, Kentucky; Chapel Hill, North Carolina; and five other college towns, it’s clear the targeted demographic is college students.
In Bloomington, however, the market ranges from college-aged young adults to both a younger and older clientele.
“Our target market is, of course, the college student,” said Caitlin Cornett, Bloomington’s Bluetique manager. “But we have such a wide range also. It’s crazy to me, but I love it.”
Located on Kirkwood Avenue between Tracks and Village Deli, Bluetique’s convenient location has shoppers coming in to browse every day of the week.
“Last summer we had a 70-year-old woman who was a multi-time shopper here,” Cornett said. “She loved some of the dresses, and they looked great on her.”
College boutiques, like Bluetique and others in Bloomington, adhere to certain standards in order to maintain their clientele.
“We try to keep the quality of a high-end retail store more affordable,” Cornett said.
Bluetique carries a few brands, such as Blank NYC, that have higher price points than Bluetique’s typical inventory.
However, Cornett said many students from the East Coast recognize the brand and appreciate being able to find it at school. This brings in more customers for the small-town store.
“Bluetique Cheap Chic was our first full name — definitely trying to cater to getting a good quality at a good price,” Cornett said. “We think that is manageable under $100.”
In addition to their dedication to good prices, Bluetique realizes the importance of doing good.
They carry charitable brands like Lokai and Lily and Laura, both of which tell stories of their mission to make a difference through fashion.
Lokai’s mission is to encourage balance and center throughout the highs and lows of life.
Lokai sells bracelets that have one bead that contains mud from the Dead Sea, the lowest point in the world, and water from Mount Everest, the highest point on Earth.
Ten percent of Lokai’s net profits are dedicated to giving back to communities through numerous charitable alliances around the world.
“We like stories,” Cornett said. “We’re trying to keep a good atmosphere here.”
Lily and Laura offers bracelets that are handcrafted in the Kathmandu Valley in Nepal with the finest quality glass beads.
Their business focus is to pay more than fair trade wages to improve the quality of life for women in the Kathmandu Valley.
It’s reassuring to know a local business is paying attention to world issues and giving back. Especially at school, it can be easy to forget there is a much bigger community with larger problems than ours.
The missions of Lokai and Lily and Laura bring humanitarian issues to the minds of students every day.
Bluetique strives to be a business of their own, Cornett said. Every store is decorated with it’s own graffiti to represent its location.
“Fashion is fashion,” Cornett said. “We’re always trying to get the best for what our customers are looking for, while staying in our own little niche.”
It sounds like fashion has made its full circle back to Bloomington yet again.
