Most scrubs today are characterized by their uniform look.  Currently in hospitals and clinics, the staff wears almost the same scrub; a loose fitted shirt, with a v-neck, straight, boxy cut drawstring pants and pockets galore.  Although these garments function quite well where they are needed, the utilitarian style leaves much to be desired in the way of style. Many who wear scrubs desire a little bit of style to soften the look of the scrub. Some of the most underserved customers in the scrub market are the women who prefer more feminine looks and styles, such as skirts. The scrub options for these women are limited.  In the skirt department, there are basically two types, floor-length straight skirt and a knee length straight skirt. Even scrub dresses have a similar skirt shape. The bodice styles paired with the skirt and the dress do not vary in style from those worn with pants. 

The goal of this niche market line is to bring scrubs a more feminine look.  This goal will be accomplished by improving upon the cut and style of the traditional scrub of the female registered nurse.  Traditional and trendy shapes and styles will be combined to give the scrub a modern, yet timeless look. Nevertheless, function will not be sacrificed in lieu of style so the female nurse will not have to give up her style to for solid working clothes.

1. Age: This line will cater to the 20-40 age group.

2. Gender: This line will cater to women.

3. Marital and Family Status: This demographic is not applicable to this line.

4. Income: The average income registered nurses ranges from $55,000 - $75,000 per year. [1] 

5. Occupation and Education: The responsibilities of a Registered Nurse, are quite diverse.  In a single day, a nurse could perform a variety of tasks including but not limited to: data management, informing a patient about healthcare needs, taking vitals, and lab work. The workplaces of  Registered Nurses are also quite diverse, ranging from homecare to emergency care. [2]  However, to better fit the needs of the niche customers, this line will focus on Registered Nurses who work in Clinics.   To become a Registered Nurse, one must receive at least an Associate's degree, but a Bachelor's degree is preferable.  Nurses are also expected to complete clinicals which give them experience working in the medical field. Once a nurse has completed their coursework and clinicals, they must then take and pass the NCLEX, a national exam testing all areas of nursing, in order to become a Registered Nurse.  Finally, during their career, nurses must keep informed about the latest developments in the medical field. [3]

6. Religion: Religious beliefs are not applicable to this niche market.

7. Ethnicity: Ethnicity is not applicable to this niche market.

8. Regional Data: Regional Data is not applicable to this niche market.

1. Reference Groups: The reference groups of this client are her patients/clients, co-workers, friends, and family.

2. Life Stage: At this stage in life, the younger women are trying to establish their career and lifestyle, while the older women are either too advanced in it or have settled themselves into their routines. [4]

3. Activities: From enjoying her hobbies, keeping up with her friends, or spending time outside, the customer is not afraid to embrace her feminine urges. [5] She is always looking to improve her wardrobe with the current fashion trends and cannot resist splurging for a new dress or skirt ensemble. [6]

4. Personality: This niche market caters to the woman who isn’t afraid to show her softer feminine side in a career that values brainpower over appearance.

5. Attitudes: The customer in this niche market is concerned that the brands she patronizes would also contribute to the welfare of its environment, through a variety of expenditures.  Supporting a cause, or giving back to the community through service, are a few means a company can further gain the consumers trust.  In addition, these activities not only better the community, but they create a stronger customer loyalty among millenials. [7]

6. Class Consciousness: Although over half of millennials do not consider themselves feminists, they still advocate for equal pay and treatment for women in the workplace. [8]

7. Motivation: The customer of this niche market is motivated by her desire to help the well being of those around her.  She would do anything for her patients, providing exemplary service and compassionate care. She cannot stand the sight of suffering and does her best to alleviate the patient's pain.