About Your Company
We are a 20 year old company that has changed so much we need to change our name. We WERE a tack shop selling everything you needed for to ride and show horses. Saddles and riding clothes were our identity.
The horse market is shrinking-the babyboomers are ageing out, and as a result our customer base and the products we sell has drastically changed. Primarily, we are selling western cowboy boots for men women and kids. We have a great selection of mens work boots too, which is a "nitche" for us in this geographic area. We still sell the tack, and horse equipment (no saddles anymore). As our store continues to change, we know the tack side of the store will get smaller and smaller. We are NOT a western wear store. We do not get into the "proper" western clothes like embroidered snap shirts and bolo ties- that is not us. Our clothing is outerwear brands and denim jeans from the equine and western world like Ariat, Outback Clothing Company, Powder River, Kerrits, Grace In LA Jeans. If you walked into any clothing store in Vail CO their sportswear would look a lot like the outerwear and clothing we stock, but our brand names are more familiar in the western industries and farm supply stores. The name of our store is Horsey Habit Saddlery, and that name is off-putting to customers from our local area that are just looking for boots. We can always tell when a new customer stops in because they say "I don't have a horse, but I'm looking for blah-blah.." and we always feel bad that they feel like they didn't belong here first. So the old name has to go and we have to tell our local people that we have the best selection of boots in Wisconsin, and workboots are a particular specialty of ours. We want the name to say "WE SELL BOOTS" but we also would like it to acknowlege the outwear we sell as well as a possibly the tack. We want to be careful NOT to say western wear. Our building is a free standing pole building in rural Wisconsin close to the shores of Lake Michigan. We are a red building that looks like a barn. We had considered names like Red Barn Boots and Tack, or Countryside Outfitters. We find names like countryside and lakeside seem to be super popular, and are not unique. The name of the town we live in is impossible to say, Manitowoc- so we are avoiding ties to that too. We are already a destination store for the horse clients, and we easily pull from 2-6 hours away. We are hoping the name will be more functional for that 2hr or less group, because we already know and can talk with the horse clients to tell them how and why the name is changing. Put your county lifestyle, boot wearing, hunting dog loving creative hat on and help us out!
We have two distinct customer bases. The first, and most important financially is a young man from 18-35 that buys a pair of boots for work or dress once or twice a year. They are working their first good job, don't care about the cost so much ($150-200 purchase price is typical), drive trucks, listen to country music, hunt, fish, own a dog, and drink beer. They are pretty much the sportsman and redneck crowd, and they are not comfortable buying online. They actually don't like to shop at all, they come in pick a boot, and are on their way. I would say most have a high school degree, maybe a third are college educated. Mostly tradesman- welders, construction, farmers, concrete, heavy equipment operators. The second customer base is a married couple that both wears boots in the 45-60 age group. They are home/farm owners, often have horses or are farmers with livestock, they buy boots a little less frequently and tend to buy from relationships with stores and people they know rather than online. They are better than average income for this area- I would guess $75-120K annual, and will buy a quality boot over something cheap, appreciate service, and are a bit conservative with how they spend money. They will shop ahead online to research and be aware of prices before they buy. The female will typiclly spend more, as she buys more for fashion and he buys more for function. Also truck driving, country music, hunt/fish-mature sportsman hobbies, camping and outdoor loving people. They will normally have outdoor/powersports toys like motorcycles, four-wheelers, boats and campers. Church is important to these people, they love their dog as much as the kids, are close to elder family members, and involved in the community with charities and groups like youth sports.
South 40 Western wear is a small western boot store. Their strength is they are centrally located, and all major highways in WI pass thru that area. They do not stock enough, and don't have good size runs, and often the boot selection is dated and older not appealing to the younger crowd. But for years, they were the only game in town, and the owner is a really nice guy.
Coyotes Western Wear is located near the largest/only mall in north east Wisconsin. They are in a great area close to two major cities and a large mall, and they too have been around for almost 20 years so they are established. But one owner recently died, and another wants to retire and we know the store may not be around much longer. They are a real western clothing store- that is their bread and butter, but don't stock much for boots. Selection is very small, and they have a very narrow selection of styles.
Fleet Farm is a local farm supply store with many locations around WI. They stock a lot of cheaper work boots, and many off-price brands of work clothes and jeans. We have a lot of customers that will shop there because it's convenient, but are unsatisfied with the quality they purchase there.
Creative should NOT use
Do not use Western Wear. We are not a western clothing store. We no longer sell saddles, do not include saddle. I love the word "outfitter" but a smaller local insignificant competator has that word in their name, and I don't want to seem like we are copying them (Sweeny's Western Outfitters).
nothing comes to mind, but short and to the point.
Friends, laid back, beer-drinking, fun-loving, this is the good stuff in life. Our staff are fun and funny, and we enjoy the products we sell. Attention to detail like spelling and grammar are important to us, so we don't want to "dumb it down" to talk to our new audience.. but for sure we want to be approachable and seem like friends you can come shop with.
Top 3 Things
We should be your first stop for boots. We sell amazing sportswear and jeans at competative prices. We are worth the drive because our store is a gem.
We are establishing a name first, then working on the logo and design portion. We see this as masculine, country store type project.