There may be an image ad that would universally appeal to all hat buyers, but I'm guessing you do a lot of product specific ads. You would have to advertise ladies' sun hats differently than you would advertise a men's fedora. So even though your store in general appeals to a large group, the hats in it would generally only appeal to specific demographics.
While your main buyer group is "people who like and wear hats" it really breaks down into a lot of smaller groups depending on the hat people like and wear.
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