A brand name plus a place is the search that converts. It comes from somebody who already knows what they want and only needs to find who holds it, and most independent shops never write those names in text.
Occasions bring the largest baskets. A wedding, an interview or a first day in a new job produces a customer buying several pieces at once and open to advice about all of them.
Fit niches are wide open. Petite, tall, plus size and shops that stock beyond a standard range bring in people who have run out of options, and they become loyal customers immediately.
Independents cannot win on product listings. Competing with national retailers on a garment name is futile; competing on styling, alterations and stocking labels nobody else carries locally is winnable.