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• Focus and attention to customer's personal preferences and customer retention will be
given high priority. Because of the high rate of employee turnover at major mass
retailers, customer service and personal detail has been lost.
Market Trends
Millions of people around the world instantly recognize and identify with western apparel. It is
synonymous with America and is a true classic.
Western wear has survived many eras. Modern cowboys herd cattle in helicopters but they still
wear the same jeans, boots and hats their grandfathers wore. There will always be a future for
western apparel. Within the last two years the southwestern and western look has made a
comeback in the fashion industry. Mahogany Western Wear intends to use its place in the
community to heighten the awareness of the African-American cowboy culture in Houston, TX.
With the increase of participation by professional African-American cowboys such as five-time
World Champion professional calf roper Fred Whitfield from Houston, TX more people are
becoming aware of African-Americans role and contribution in the cowboy community.
Market Growth
Market growth is in an upward motion, despite some of the latest economic downturns in the
Houston metro area. According to a report by the City of Houston Economy & Trade, Houston
ranked second in the rate of job growth among the nation's 10 largest cities during 2000.
Although for the time being, Houston will mirror much of the national economy, by the second
half of 2002 Houston will again see positive growth as the city is predicted to add another 15,000
jobs. In the 12 months ending in January 2002, the city posted a net gain of 7,500 jobs while the
nation as a whole lost 1.2 million. It is important to note that 90% of the new jobs are in the non-
energy dependent sectors thereby adding to the city's economy and economic diversity.
Houston has also been designated as the best city in the U.S. to start a new business. For three
consecutive years, Houston has ranked first in the nation in new business growth, according to
American Business Information. The most recent survey shows that more than 31,000 new local
businesses were started in Houston. Los Angeles, California was a distant second with 16,780.
For these reasons and more, Houston is considered an economic leader in America.
Economy.com has analyzed America's 40 largest metro areas and predicts Houston's Gross Area
Product will do better than any other city through the second quarter of 2002. Industry Week
named Houston one of 12 world class cities for manufacturing and Black Enterprise has ranked
Houston as the top U.S. city for blacks based on income potential, cost of living, proximity to
employers, cost of housing and 21 quality-of-life factors.