Cafeteria Boutique Kafedaky

For my final blog post, I would like to analyze the innovative business idea of a Viña del Mar establishment called "Cafeteria Boutique Kafedaky".  The overall premise of the store is a mix between the typical sit-down cafe and the stylish women's clothing store.  They offer an assortment of foods and beverages, but also a wide array of attractive clothing options.  This combination is something like I have never seen in the United States.  Lascu's Marketing Principles book states, "Reference groups are defined as groups that serve as a point of reference for individuals in the process of shaping their attitudes and behavior."  I think the reference group that Cafeteria Kafedaky has kept in mind when designing their business is women, as most of their marketing decisions seem aimed at one specific gender.  I believe that the concept of joining a clothing store and café is clever and would appeal to many women.  When I brainstorm activities that women like to do together most, getting a cup of coffee and going shopping are definitely at the top of the list.  The fact that they can accomplish these two fun tasks in one place only makes it so much easier for the consumer.  Cafeteria Kafedaky is aware that the majority of their clients are going to be women and caters to this gender.  Their Facebook page and signs feature images and logos of attractive women shopping and drinking coffee.  There are no pictures of men, as they accept that this other reference group will not be as inclined to partake in these activities.  All of their branding choices have been made with women in mind.  By marketing so much to only one gender, the company is losing half of their potential clients, but are also making the 50% of the population that they do have, feel more welcomed and comfortable.  Although I have never seen a store such as this one in the United States, that does not mean that I do not think it would be effective there as well.  The gender is the reference group and there are certain qualities that remain prevalent in men and women, no matter the country.  One might worry that trying to succeed in 2 industries (clothing and restaurant) would be difficult, but it seems like this company is utilizing the combination to capitalize on both of the different products and services.  An innovative idea indeed.