It's going to be an online store. The apparel being sold is more like L.A based with cute tops, bodysuits and such but will have a simple, minimal, chic, and comfortable look to them. Similar stores would be tobi.com , urban outfitters, and love street apparel.
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Well I would add on by saying that people do care about name. All the big brands like, WallMart, Asos, GKhair have their own brad identity. So I would say that names matter. Especially in the world of E-Commerce, right an optimized name can bring you the best outcomes.
I would suggest you to look around your competitors, do some research. Use Google Keyword planner. Or you can also put request over Fiverr and ask people about their ideas.