Rainbow clothing stores' target audience is mainly women in the 18 to 34 demographic range who fit into plus or junior-sized clothing. Plus sizes in this case are made for women in sizes 14 through 24, while juniors fit women who are short with relatively straight figures.
Rainbow clothing offers dresses, tops, bottoms and active wear as well as shoes and accessories for plus and junior sizes. The clothing store also offers junior plus sizing for women who are both plus-sized and short in stature. The general aesthetic of the shop leans toward hip, casual clothing for young women and teens. The store has physical locations in the United States and offers international shipping options.