Less dressy than a button-down, but more formal than a graphic tee, polo shirts are probably the most versatile clothing option for women. Due to high demand, many retailers produce polo shirts. A retailer's aspiration is to create a polo shirt with attractive features to make their polo shirt look better than their competitors' polo shirts. Creating a simple and attractive color palette, along with a colorful label containing all the great features of their polo shirt, makes a good impression on their target audience. A flashy price is also used to attract the customer's attention. Riders® by Lee® appeals to potential customers by producing a comfortable, inexpensive polo shirt with slimming qualities that make women think of this shirt as “the ultimate polo shirt.” The first feature that sets this polo shirt apart is its simple color scheme. The polo shirt I own is black with white buttons. According to Alex, “black, being the color of sophistication and power, makes me feel like I'm on top of the world…” (Cherry, 2013). This is also the emotion that Riders® by Lee® tries to convey to potential customers by making black a purchasing option. This creates the feeling in the potential consumer that if he buys the polo shirt, he will find himself on cloud nine and everything will start going well. Additionally, many women prefer to wear simple, inexpensive clothes around the house because spaghetti sauce or dirt can stain their shirts. Besides color, the solid pattern leaves the customer with many different options to wear with the shirt. This creates a logical appeal because the customer does not need to spend so much money buying many different clothes to match with their other clothes. There are three other Riders® by Lee® color options a...... middle of paper ......in the store. The most important factor that helps to leave a good impression and continues to persuade the potential customer that this polo shirt is the best are the finely detailed labels with photos of models dressed in polo shirts along with a list of the wonderful features of the polo shirt. The low price helps convey to the potential consumer that this product is a good use of their money. Many different tactics are used to attract the customer and convince them that this is the “ultimate polo shirt”. Works Cited • Cherry, Kendra and Alex Guest. “Readers react: how do you feel about the color black? » About.com Psychology. NP, 2013. Web. February 12, 2014• “Properties of cotton”. Properties of cotton. Nanok Kids, 2013. The web. February 13, 2014• Erin13. “SoulPancake / Conversations / ARE OVERWEIGHT PEOPLE TREATED DIFFERENTLY?” SoulPancake. Discussion article, 2010. Web. February 19. 2014.