I wish I could articulate clearly some smart marketing strategy with a target customer, etc... But the reality is that we buy what we like the most. I tend to go for the more conservative/subtle stuff whereas C4est enjoys some more risqué designs. My default color palette is warm but he likes the cool colors too - so we complement each other nicely, I think.
As far as target customer goes, I've long been a big believer in the idea that the same man can dress in a sharp suit, Italian shirt and Drake's tie one day, and then wear Schneider or EG or ts(s) another day. It's whatever makes you happy, you know? There's a certain level of maturity in finding the confidence to do that. The store was from the inception based on that idea - and I'm hoping it can help some typical CM guys find great stuff on the more casual end of the spectrum, as well as help some SWD guys find well-made and attractive suits, dress shoes, ties or overcoats for when they want (or need) to go classic... There's anedoctal evidence that this has been happening since we opened shop - I just want it to be a natural train of thought for all.
It's a little like the Pitti experiment of Synthese taking unbelragazzo to PNP and unbel taking Synthese to Liverano... but in a wider scale