The Untapped Market
Learning From the Source
Duncan Busser, a longtime gay activist who is opening his own retail outpost next year in Kansas City, Mo., is thinking a lot about marketing these days. The 34-year-old has high hopes of attracting fellow gay and lesbian consumers with a marketing plan to fit with what he calls the “bastion of liberalism” he has found in this midwestern city. “Many of the things I’ll be selling will most likely appeal to an aesthetic that is prevalent within the LGBT community,” said Busser, who admits he already has a good idea about how to appeal to a customer base to which he belongs.
Despite his personal experience, the entrepreneur faces just as many complex issues shaped by regional taste and merchandising as any new retailer. He also faces competition from much larger, famously named retailers that are increasingly becoming a presence in big cities and small towns throughout the United States.