The Buckle, Inc. is a leading retailer of casual wears for both women and men medium better priced. Their outlets, with approximately 4,600 square feet are situated within in metropolitan areas in upscale shopping malls as well as college towns with a population from 20,000 to 250,000 people. The blue, triangular logo of the company is recognized in the more than half of the United States and they appear on the shopping bags and storefront that contain wide assortment of brand name shirts, denims, shoes, outerwear, sportswear and accessories. They give personal attention to every customer who enters Buckle stores. In fact, they refer them as guests rather than customers. The store has gained a strong base of customer loyalty in a competitive industry and offer services such as free gift wrapping, free alterations and layaway options.