1. Bootleg Airstream
Rikke Bovre and Maurice Clement

2. Brand History
• High fashion shoe store
• Bases their shoes in an airstream
trailer, and no actual store.
• Bootleg Market
• Founded by Sarah Ellison Lewis
• 2010
• Austin, Texas

3. Geographic Segmentation
Bootleg Airstream
• Austin, Texas
• 1318 South Congress
Bootleg Market
• Austin, Texas
• Has become more popular as time has
gone by

4.  20-30 year-old
 Mostly female customers, but also male
 Average- above average income
Demographic Segmentation

5.  Market mainly to females age 20-30
 Family life cycle – Young, single people
 Few financial burdens
Demographic Segmentation

6.  Confident, open minded, trend setters, risk takers,
daddy’s little girl
Motives
 Finding yourself in courageous ways
 Setting a trend and not following others
 Provide a unique shopping environment
Psychographic Segmentation

7.  Always on-the-go
 Social media
 Placing a shoe business in an
airstream allows anyone to buy
shoes
 Ship worldwide
Psychographic Segmentation

8.  Has until 2016 to be renounced
as a sustainable business
 Connections
Analysis

9.  Social media helps keep marketing
costs low
 Only 1,160 people like on Facebook
 25-34 year old, likes are down 66.9%
Social Media

10.  Flexible work schedule and peer-to-peer interaction
 Not trending = not loyal customers
 Only open some Thursdays-Sundays from 12-6pm
 National sale of shoes grow.
 Festivals bring in new clients
Growth