Executive Summary Company Description Product and Services City’s Finest is a shoe brand that offers ready-made collections of vegan shoes for a wide range of sizes and tailored models to answer the call of customers with specific needs. The brand is focused on authenticity and transparency, producing the shoes locally and sourcing recycled and reclaimed materials that combine the principles of veganism and sustainability. Another unique feature of City’s Finest is its commitment to providing individual experiences to customers with unmet needs – large or small shoe sizes, wide fit shoes, and other specifications that are not addressed in retail. Market Analysis Geographic Location The chosen geographic location is Melrose Avenue, Los Angeles, CA. Melrose Avenue is situated on the border of several highly-famous districts in the city, and it is linked to shopping and entertainment (Shatkin, 2020). The population in the district has many young adults in their 20s and 30s, constituting almost 40% of the total district’s population (Statistical Atlas, 2018). Melrose Avenue is a popular shopping destination, many young and older individuals visit the location with the goal of finding or trying on new clothes (Shatkin, 2020). The area surrounding the avenue has significantly more single-person households for both men and women, and many of them are working professionals (Statistical Atlas, 2018). Based on the income and age of the population, the young adults in the district are likely to be work-focused professionals who require high-quality products at an affordable price (Statistical Atlas, 2018). The location of Melrose Ave is suitable for the retail business for several reasons. First, it is a well-known retail business, and many other shops have already provided the new venture with an advertised location that is popular among locals and visitors alike (Shatkin, 2020). Such competition also poses a risk to the company, as the avenue has many high-end stores as well as several second-hand shops and resellers (Shatkin, 2020). Second, the nearest districts have a high population of young adults who live alone, which corresponds with the expected target market for the brand. Target Market The chosen potential customer group is Millennials and Generation Z – in particular, adults between the ages of 18 and 28. The young group is highly represented not only in the retail district of LA, as noted above, but also in the US as a whole (United Stated Census, 2019). The prevalence of young adults in California and LA implies that their shopping habits need to be taken into consideration (United Stated Census, 2019). One of the trends that these generations are leading in is sustainability, including veganism, local shopping, resale, and second-hand shopping. According to Petro (2020), more than 70% of Millennials are now prepared to pay more for sustainable products. More than 60% of Generation Z also prefer sustainable brands (Petro, 2020). The term “sustainable brand” mostly includes companies that use reclaimed or recycled materials as well as organically produced and resourced fabrics (Todeschini et al., 2017). As a response to the sustainable trend, the market for sustainable products continues to