I find this women’s retail chain to be targeted to a little bit of an older generation. They’re definitely not on par with today’s young women retailers like Aritzia and Zara… No, Plum is more for women in, I would say, their mid-late 30s that still want to be in style but without looking ridiculous! They do a pretty good job — if, of course, that is their goal. There are quite a few locations of Plum scattered about, but this one is situated where it can probably grab the most impulse shoppers — it’s in a strip mall that has EVERYTHING except for a women’s retailer(TADA! Here’s PLUM). They definitely found their niche in the market.