Any assortment of merchandise must be driven by the wants and necessities of the target customers in a primary manner. It should be refined then on the basis of particular position and format of the retailer. It is required to choose individual brands, collections, products and lines in a thoughtful manner with keeping in mind a particular type of consumer. This profile that is psychographic and demographic must be utilized as a lens in order for products to be viewed on the basis of the opinions that will be held by the ideal consumer.