From 2012-2016, I ran an online clothing store and sold over 3,500 items, accumulating over 570,000 site views and $86,000 in revenue. I sold different items depending on the trends at the time, but my top sellers were denim shorts, tie dye bodysuits. and screen printed tops. I quickly realized that my items were very popular with women festival goers and ravers ages 18-30. I began following the Instagram accounts these women frequented and studied their attitudes and online behaviors. Soon I developed a brand personality that resonated with this segment and customers began sharing pictures for me to repost on Instagram.