"We offer a tightly curated selection of clothing from both young and established designers, available for purchase online. Our goal is to source the strongest artists and thinkers in the fashion world today. We edit the collections to represent our aesthetic, consistently choosing pieces that are timeless, versatile, and well crafted."
This is the mission statement of Totokaelo, a small, privately-owned designer boutique based in downtown Seattle, WA. It states, in clear terms, the business' s purpose and goals. It is neither too broad (leaving the reader unsure about what Totokaelo's purpose is) nor too narrow (focusing on only a few specific designers or product lines). A consumer who reads Totokaelo's mission statement immediately understands what type of business they are, what they are selling, and their approach toward their products. A clear, well formulated mission statement is important for Totokaelo in communicating to their consumers who they are as a company.
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