Critique with Sara

So I just had a critique with Sara, my graphic design professor, and she touched on some very good points. I've been hung up on this name issue for a couple weeks now, but the real concern is not with the name as it is with the concept and identity of the store. What makes this store different from any other store. Sara encouraged me to look into the stores that inspire me and dig to find what about them is lacking that my store can make up for. With that going for me I can defend my store and say that it is different and unique from say Free People and Anthropology.

She also suggested targeting an overlooked audience. Often women that are in their 40s and 50s struggle with shopping for clothes. They either look too grandma and don't fit right (oversized), or they look too young and fit too tight. I agree with Sara that this is an issue that can be addressed, but I don't know how comfortable I am with changing my target audience to something I don't relate too. It makes me incredibly nervous and makes me feel like my capstone will not be what I want it to be. I wanted to go with the more fun and free design and I'm scared to get into the older age group because it will make my design look more sophisticated and reserved. Then again, it would be a change from all my portfolio pieces from my summer internship, showing that I have flexibility.

So it looks like I have a challenge ahead of me. Do I target an audience that needs a clothing store just for them and addresses all their needs? Or do I stick with the audience I have and search for what the million other stores targeting that audience lack? We as designers solve problems and I know I could be hugely commended for doing either. And sometimes we as designers have to do things we don't want to do. So is that this situation for me? It is my capstone and I do have free reign to do what I want. But I want it to be a portfolio piece that really speaks to who I am as a designer.