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A Visual Store Concept

For: Wayne McLennon

By:

Victoria Bumby

Courtney Fancy

Justine Longo

Alexandra Peronni

Maggy Rinaldo

Background Information

Here at the address, we believe in making fashion statements an important part of a woman’s day to day life. We want to provide our customers with a unique shopping experience and offer a handpicked selection of women’s wear and accessories. Curated for the sophisticated youthful woman, we remain on trend by delivering a modern, classic and fun assortment of brands that can follow her from day to night.

Target Customer

Name: Elizabeth

Age: 25-40

Average Income: $65,000+

Relationship Status: Single, Taken, Married, Divorced, kids, no kids.

Key characteristics: Sophisticated, adventurous, quality over quantity, fashion enthusiast, trendsetter, travels, spends her free time with friends at yoga and Pilates, goes to the spa

Celebrity style icons: Mary Kate and Ashley Olsen, Blake Lively, Hilary Duff, Emma Watson, Rachel Bilson

Fashion Merchandise Strategy

The focus of our boutique in the prominent Yorkville area is higher end contemporary women’s casual and career wear. As fashion evolves and more specifically ‘street style’, we see the transition from structured work attire, to a more relaxed interpretation of what it means to dress for work. Women have never had as much freedom in their wardrobe as they do now, and we want to encourage their creativity. Our focus is brand recognition. We wanted to create a store that incorporates the leaders in contemporary fashions, as well as prominent Canadian designers. As our main focus is clothing, in our store you will find everything from a little black dress, to ripped denim. We will also sell a small collection of handbags, pending that they accompany one of our current clothing lines. To assist in the search for the perfect wardrobe or even just the perfect evening outfit, appointments can be made with a personal stylist. The Address’s main focus is contemporary brands, with price points scattered along the mid to high range which is fitting for the demographics surrounding our location. Currently with our high traffic position of Avenue Road and Bloor Street West, we are neighbors to the elite of storefronts including: Louis Vuitton, Strellson, and Tiffany and Co, as well as The Royal Ontario Museum. Our vision is a youthful, but wearable approach to fashion.

Brands that we will carry include, but are not limited to: T by Alexander Wang, Rag & Bone, Mackage, Soia & Kyo, Alice and Olivia, J Brand, Vince, Theory, Eleven Paris, MQ By Alexander McQueen, 3.1 Phillip Lim, Isabel Marant, Helmut Lang, Rich and Skinny, Smyth, Ted Baker, and House of Harlow 1960. These brands are more forward in their designs, which is exactly the customer we are looking to attract. Many of which fall under the most popular designers according to sources like Elle Magazine and Saks Fifth Avenue.

Our mission is to be at the top of every woman’s mind from the age of 25-40 when looking to update her wardrobe.

The Visual Plan

Exterior

Signage

Keeping in context with our store brand and atmospherics, we wanted to keep our signs to a minimum. Our store logo, the address, is in lower case Daniel font. The main exterior store sign is a sideways hanging sign, hanging off of detailed old-fashioned wrought iron. The sign itself is black painted wood and is rectangular in shape with the logo written in white. We also have a white cling decal on the front window. Staying with this theme, our store hours sign is also a white cling decal placed in the window right by the main entrance door. It is strategically placed where it can be in the customer’s line of sight (see Appendix E).

As a new store it is very important to initially establish our brand, name and store identity to all potential customers and in utilizing our stores logo (which also happens to be our store name) so we have worked to established our image before the customers enter our store.

Outdoor Aesthetic

Our store exterior is to be the first visual aspect of our store seen by our customers and must exemplify our contemporary, upscale vibe while also representing our stores location in the upscale Toronto neighborhood near Avenue and Bloor St. West.

The inspiration for our storefront comes from maintaining our store brand and image, which emphasizes clean, crisp lines and a touch of vintage design elements. Keeping with this feel and also respecting the boutique vibe given through the surrounding neighborhood bordering our store on Avenue Road we have decided upon the following design elements to make up our storefront.

Our Overall inspiration for our storefront comes from Oak and Forts storefront located in Toronto. Overall we want to emphasize the large windows, which create an open and inviting vibe for our customers, as well as the classic lines shown through the thick black outlines on the windowpanes (see Appendix C). We want to keep our storefront clean, simple and inviting while drawing the eye to the thick black window trimming as well as the large double doors. We can utilize these windows to display our store’s designer products on our mannequins and will also display our stores logo by placing vinyl clings to reinforce our stores name and brand.

Window Displays

In keeping with our focus on clean, contemporary, updated vintage inspired décor we have decided to take this look and emphasize it through our window displays. Window displays are supposed to speak and inspire our potential customers and make her feel as though this is “her store”. In order to inspire this feeling amongst our customers we look to keep the emphasis on our minimalist approach to merchandising. In our front windows we want to draw in our target customer by posting classic black and white life-style graphics to give our customers a great visual impression of our stores brand and products and what they may potentially look like on her (shown in Appendix C/D). In order to address that vintage vibe that we are trying to convey throughout our store we look to place vintage luxury props.

In the case of this particular window display, which will be our stores first window display, we are going to utilize vintage Louis Vuitton suitcase to establish both a luxurious designer vibe but also maintain our vintage inspired décor. We will also utilize other props within our window displays such as vases and non-working chandeliers to add to the contemporary vibe of our store. To light our displays we will utilize halogen spotlight lamps that will be on a track and be crossed as to cut out harsh shadows within our front windows. Overall our windows look to remain current, and emphasize our stores message, logo and lifestyle to all of our customers.

Interior

Signage

Inside our store, we have our store policy placed at the cash desk in a standing 8x10 vintage black wooden frame. The policy is written in black on white. Behind the cash desk on the wall is a large dimensional sign. Similar to the exterior store sign, the cash desk sign is comprised of black painted wood in with the store logo written in white font.

Our coffee bar menu is written on a frameless hanging canvas sign, which is painted in chalkboard painted. The menu is written in chalk, which can be adjusted easily depending on new seasons or new menu offerings.

As we carry a select assortment of denim, our denim wall features small signs to help the customer better find the denim brand they are looking for. The brand logos are each placed in a small clear standing 4x6 frame on the shelves above the appropriate brand (see Appendix E for inside and outside signage).

Throughout the rest of the store, we have clearly marked exit signs near the front and back entrances and exits. To maintain our store image, we chose not to have signs in our fitting rooms to keep it simple. We also have our business cards in a placeholder at the cash desk, and our store logo is printed on every receipt to further promote our brand.

Atmospherics

We want our store’s atmospherics to reflect our customer’s tastes and therefore provide them with a pleasant shopping environment. Our store combines a modern and vintage feel, and gives off a simple and minimalist yet classic vibe. By having natural lighting in our store, it sets a mood that makes our customer feel comfortable while shopping with us. It also allows for our customers to get the best possible depiction of the product they are considering. We use Warm Vanilla Sugar Room Perfume by Bath & Body Works, which we spray twice a day throughout the store, to give off a light vanilla scent. This scent not only smells great, but also promotes a feeling of calmness, as vanilla has been known to be one of several calming scents on the market. In terms of music, we play a mixture of alt-pop, indie pop and slow electronic music, specifically Blogged 50 playlists that are available on Songza. We don’t want our music to contain too many lyrics as our sales associates will be listening to the music on repeat, and we don’t want an overuse of lyrics to distract the customer.

One of the most exciting features about the address is that we offer a coffee bar and comfortable lounge area for the personal enjoyment of our customers. The coffee bar serves espressos, Americanos, cappuccinos, lattes, and a selection of hot teas. We also offer biscotti, cookies and croissants as a light snack for our customers to enjoy during their shopping experience. Our lounge area holds 2 couches, 2 lounge chairs and 1 large coffee table with a selection of magazines for the customers reading pleasure (see Appendix F).

We also provide each of our customers with a personalized shopping experience. We even designate our larger fitting room to those customers who want extra assistance, where sales associates can bring them an assortment of merchandise to look at. Private shopping appointments are also available and can be booked prior to shopping with us.

Store Layout

Simplicity is the key to our layout and floor plan. As the brands that we carry are fresh and fashion forward, we wanted to emulate that into the surrounding area. The total size of the store is 2100 square feet. The square footage breaks down into 1500 square feet selling floor, 300 square feet for fitting rooms, and 300 square feet designated to storage and back of house.

Entering the storefront on Avenue Road, dual glass French doors are the only items standing between you and the latest designer fashions. As you enter the store’s ‘Rosedale real-estate’ we have strategically placed our latest and greatest pieces on the ‘new arrivals’ table, accompanied by a fashion editorial of 3 mannequins directly behind wearing the key pieces or looks of the season (see Appendix G for store layout). As we know according to Paco Underhill, the customer usually veers to the right of the store when shopping. This is where we continue to display the newest arrivals organized by brand and collection. Brands whose collections feature similar colour ways are blocked together. For example, Vince and Theory are merchandised together because they both focus on a more neutral and versatile palette. All merchandise along the right hand sidewall is dedicated to new arrivals. Three walls extend perpendicular from the store perimeter that allow hanging merchandise on both sides, creating what seems like separate boutiques within our boutique. This allows the shopper ease of access to shop her favorite brands.

The tables within the store are used to hold merchandise that does not typically wrinkle easily. Chunky knits for fall/winter, and shorts and t-shirts for summer are examples of items that would be displayed.

Our overall store layout is based off a minimalist approach to the soft aisle floor plan. The main shopping focus is the walls, with a few tables laid out in a way that compliments the area. Walls are the most important area, and are where the majority of our merchandise is positioned. This makes the walls a destination point.

As the customer continues on her journey, the center of the store is designated to comfort. We provide a lounge area for her to enjoy a well-deserved coffee, or for her trusty shopping companion to relax while she shops. This is a definite focal area of the store that adds to the overall atmosphere, as the largest chandelier in the center of the store hangs overhead (see Appendix K).

Directly along the very back of the store is where the fitting rooms are situated. Four out of the 5 rooms are approximately 50 square feet each, giving the client ease of movement. The fifth fitting room is designated either as the VIP fitting room, or is also large enough to be used for universal access. This largest room is approximately 100 square feet. Each standard fitting room consists of a floor length mirror and bench. Three cast iron hooks are placed on the left hand side of the wall to hang merchandise. In VIP fitting room contain a chaise, six cast iron hooks, and a tri fold floor length mirror.

The transactional process takes place on the left hand wall of the store and is located directly in the middle; this is another focal point that supports our brand image. The cash desk has a back counter for folding and is where extra supplies are housed, such as: garment bags and register rolls, as well as a coffee/hot drink maker. There is about 3 feet of working space between the back desk and the front desk where the registers are located. In total the length of the transactional desk is 20ft. This allows for 2 registers and optimal space, so that the allure of luxury is present even when the client is on their way out.

Colours and Materials

For the flooring in our boutique, we are going to be using maple hardwood flooring. This specific type of wood is very clean and smooth, and doesn’t look grainy, as other types of hardwood flooring may (as seen in Appendix H). A dark hue of the hardwood will be used as it creates a nice contrast between the light walls and the flooring. It’s easier to clean, fairly low maintenance and will hide dirt easier. If we decide to change décor, a darker shade will be easier to match with new colors. We are keeping the overall effect of the boutique elegant by balancing the lighter walls with the darker flooring. The accents of the store such as the wooden denim wall will be lighter shades of wood, to keep the accents standing out and creating an overall balance of color in the store.

The materials we will be using for the walls and ceiling of the store will be regular drywall (as shown in Appendix H). Drywall is fast to install, a cheaper alternative to plaster and is easily repaired. It also creates more flexibility in terms of design, as both paint and wallpaper can be used with drywall. If we wanted to renovate or change paint color or create an accent wall, this will be possible with drywall. For the wall and ceiling color scheme, we decided to go with a simple neutral. For the walls we will be using “Cape May Cobblestone” from Benjamin Moore. It is a light, classic elegant grey that is simple but different from traditional white. With simple colored walls, it will create more of attention being drawn to the store merchandise. For the ceiling we will be using a rich, deep and luxurious shade of grey called “Kendall Charcoal” also from Benjamin Moore. It creates a nice accent, as well as the illusion of the room being bigger than it actually is, and has the same effect as an accent wall.

Walls: Types & Fixtures

As we will be carrying an assortment of denim merchandise, we will be placing a wooden denim wall fixture at the back left-hand side of the store (see Appendix I). It will be made of lighter wood shelving to contrast with the dark wood flooring, and will be assorted by size, style and denim brand. It will be cleaner; as it will keep denim all in one place and make it easier for customers to shop.

For the walls, we will be using Store Garment Racks that will be nailed into the wall (see appendix I). We will have two racks, with one on top of the other, the bottom one being kept 3 inches above the floor. These types of racks go out with our minimalistic approach to our store design, make it easier for customers to shop and create a look of formal balance. It will also be easier to merchandise, color coordinate and highlight and display selected garments. With the racks being on the walls, it is very space effective and makes the store easily accessible as well easy for people to navigate with baby strollers or wheelchairs.

One portion of the right hand side of the wall in the store will have a cube wall fixture (see appendix I). This will be dedicated for showcasing handbags and accessories. As we will have our denim wall on the other side of the store at the back area, another fixture will keep the look of the store consistent. The cubes will be put together creatively to be visually appealing, eye catching and attractive. As they will be placed at the back of the store near the change rooms, it will be easy to upsell accessories and handbags with outfits, as they will be accessible to customers. The overall décor will be kept to a minimum to ensure a minimal, simple and elegant vibe. The color scheme will be simple, with sharp contrasts between walls, wooden fixtures and hardwood floors.

Fixtures

Lighting

Lighting is one of the most important visual elements to consider when implementing and designing a store concept. When lit appropriately, sales will be increased and the store brand is enhanced as well as maintained. In considering which lights to use in our boutique, we have to first consider our store’s brand image. The Address is a store that looks to bring an elegant and contemporary shopping experience to a young career orientated women.

In following our brand image we look to choose lighting options that will provide the best color rendition available to feature our luxurious garments, and also look to establish a fashionable atmosphere in our store by featuring decorative lighting in the form of statement chandeliers (see Appendix J for all light sources).

LED track lighting will be the main lighting source in our store. LED lights will offer an elegant and contemporary vibe in our boutique. The track system will run along the parameter of the store’s walls and will be positioned 6-8 feet away from our wall displays, giving off optimal lighting on each wall. We will also feature this lighting within our fitting room and task area, to keep the aesthetics and vibe cohesive. LED’s will provide the guest with the optimal lighting source in which to truly see the fit, colour and texture of our garments. We will also angle (crisscross) our LED lamps on the track within the fitting room to cancel out any harsh shadows.

The track lighting system will utilize LED General Electric’s LED Par lamps as this source of light provides great colour rendition and is also energy efficient. General Electric is also the creator of the LED lamp and as such provides one of the best LED lighting products on the market (Lighting). It is most important for our store’s image to utilize the very best lighting source to establish the crisp, clean and contemporary vibe we are looking to convey to our guests. LED’s are known to have a long lifespan and will usually last close to 100,000 hours (Lighting). Although the initial upfront cost is generally higher for LED’s than traditional lighting sources, the overall energy and maintenance savings offered is well worth the cost.

Besides our ambient light source, we also want to provide a decorative lighting element to keep the brand image unified. To keep the contemporary feel to our store, we will three place statement chandeliers down the center of our store ceiling. These statement chandeliers again emphasize our modern and contemporary brand image. In keeping a clean and elegant brand, we will showcase the same chandelier as a receptive decorative element. These chandeliers will also work to direct customers to our central seating area, as they will hang over this area in our store.

Mannequins and Props

All mannequins used in the store will be Dress Form Mannequins, both in seamstress and store display models (see Appendix D). These types of mannequins are simple with no detail, creating a strong focus on the items being displayed. They are inexpensive compared to other types of mannequins, they are easy to dress and are less fragile than other mannequins. They’re extremely low maintenance and easy to store. As our boutique has a minimalistic approach, a simple and minimal mannequin is what is needed to display the merchandise as to not draw customers away from the items being displayed. As our store will not be carrying shoes, it’s best to have legless mannequins. They will have a metal stand, as glass is more fragile and less sturdy. We will be using mannequins in our window displays as well as in the in-store “editorial” displaying the newest merchandise.

Our props for the store will be minimal and simple as well. Most props will be used in store windows for seasonal displays as well as in the store interior. For example: Christmas decorations. These will be used to emphasize store promotions or seasonal merchandise such as holiday dresses. The color scheme will be simple, nothing too detailed as up-keeping our minimal vibe. Props will be kept to a minimum while incorporating creative displays, such as window decals for the store window displays. Outside the front entrance of the store, we will have pre-potted faux topiary to give it a unique look and drawing attention to the store entrance (see Appendix D). This will give it a more grandeur look and appeal to high-end clientele.

We feel with these components and merchandising strategies we could provide the “Elizabeth’s” of Toronto with an exceptional shopping experience unlike any other.

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