Poise
Retailer Name and Brand Logo The name of my store is Poise. I wanted something simple and easy for customers to remember, and also something they would easily recognize. I thought this was a cute name and haven t heard of any other store with this name. The definition of poise easily defines my brand. The brand logo is a simple dress silhouette. Since my store mostly sells dresses, this is a perfect logo to remember my boutique by. Target Market My tarket market age is around thirty to forty. This would be the wealthy, established, career women. My brand is higher end and is for an older target market. Using the VALS model to select a market segment, I thought that Achievers would be a good target market. Achievers are motivated by the desire for achievement and have goal-oriented lifestyle and a strong commitment to career and family. Achievers respect authority and status quo. They value consensus, predictability, and stability over risk, and self-discoery. Achievers are known as active consumers in the market place. Image is important to achievers and they favor established, prestege products and services that demonstrate success to their peers. I think achievers is good for my brand because they re focused on their career and image, and my brand is focused more on a career type women, and is a high end brand. Brand Personality The brand personality I chose that would best fit my brand is sophistication. This personality is described as upper class and charming. With merchandise that is all designer and high end retail this brand personality of sophistication fits my brand perfectly. Customers can find my brand to be charming and its target customer is meant to be upper class. Store Atmosphere Feeling: The overall feeling of my store is modern and sophisticated. My brand is very elegant and chic, and I want that to be portrayed through my store. Materials Used: The wallpaper of my store is a black and white brocade pattern. The ceiling is a black faux texture, and the floor is a simple black flooring. There are glass windows and doors with simple white or black fixtures. The store doesn t have much color to it because I really wanted the whole chic feel to it. Layout: The floor plan I chose for my store was a boutique. Boutiques are organized and have an easy flow and that s what I wanted for my store. Poise is a very elegant store so things aren t supposed to be cluttered. Customers can find themselves being able to easily sort through racks, without any clutter. The dresses are all hung around the store and the few tops and pants that we carry can be found on the folding table in front.
City and Regional Profile Naperville, Illinois Population: 143,684 Estimated median household income: $110,131 Median resident age: 37.9 years Median home value: $370,500 Education - North Central College - College of DuPage - DeVry University Center - Governors State University (Naperville Education Center) - DePaul University (Naperville Campus) Shopping Options Restaurants: Lou Malate s, Giordano s, Sullivan s Steakhouse, Starbucks, Einstein s Bagels, Hugo s Frog Bar,& many more Stores: Little Luxuries, Eddie Bauer, Talbots, Bling, Clarks, Chico s, Loft, J. Jill, Barnes & Noble, & more! Attractions DuPage Children s Museum Fifth Avenue Station Naperville Riverwalk Competition Ann Taylor Loft White House Black Market Coldwater Creek Location 50 S Main Street, Naperville, IL 60540 Listing ID: 15720224 This location is good because it is the home to a lot of high end shops.
Hinsdale, Illinois Population: 17,126 Estimated median household income: $151,488 Median age: 41.4 years Estimated median house value in 2011: $745,523 Education: - Nearby: o Elmhurst College o Moraine Valley Community College o College of DuPage Shopping Options: - Alixandra Collections - The Green Goddess Boutique - Kelsey Resale Boutique - The District - King Keyser Sporting Goods - Francia Bridal Boutqiue - & many more! Restaurants: - Burhops Seafood - Dunkin Donuts - Giualiano s Ristorante - Homemade Pizza Co. - Hinsdale Wine Shop - Panda Express - Café La Fortuna - & more! Attractions: - Hinsdale Gallery - Meadowlark Golf Course - Peirce Park - Robbins Park Competition: - Chico s - J. McLaughlin Location 48 S. Washing Street, Hinsdale, IL 60521 Listing ID: 15521546 This modern brick building is located on the West side of Washington St. It has terrific retail exposure in the center of downtown Hinsdale
Fall 2013 Trend Color story: Pantone says for this season designers express the many moods of fall with skillfully arranged collections that will enhance and enliven customers outlooks as the colder months set in. Similarly, colors come together to create moods that range from sophisticated and structured to lively and vivid, encapsulating our inherent need for wardrobe variety to reflect emotions that run from thoughtfully introspectice to irrepressibly elated. Pantone also states, just as the leaves change in autumn, the consumer will enjoy the ability to change their look and try a new approach to their wardrobe for brisk days ahead. Color names: Emerald Mykonos Blue Linden Green Acai Samba Koi Deep Lichen Green Vivacious Turbulence Carafe Fabrics: Cotton Polyester blends Viscose Nylon Silk Cashmere Wool Sateen
STYLES Fall 2013
Assortment: Women s Dresses: Size 0-12 Women s Tops Size XS-XL Women s Bottoms 0-12 Women s Coats XS-XL Shoes 5-10 Accessories Handbags
Brands: Marc Jacobs Tory Burch Stella McCartney MuiMui Isabel Marant Saint Laurent Valentino Alexander McQueen Alice and Olivia Victoria Beckham Price Point: The price point for Poise is really high due to the fact that we carry all designer dresses. It ranges from $200-$3,000. It ranges from $100-$3,000. Dresses will be anywhere between $700-$3,000. Tops will range from $100-$600. Coats will range from $900-$3000. Bottoms are ranged from $100-$600. Lastly, all accessories and shoes will range from $80-$500.
Outside front entrance with windows Outside front entrance without windows
Right Wall Left Wall
Close up left wall Back left corner
Back right corner Back right corner (different view)
View from back of store
Front right corner view Aerial view
www.mytheresa.com Sources: www.style.com http://www.pantone.com/pages/fcr.aspx?pg=21058&ca=4 http://www.citytowninfo.com/places/illinois/hinsdale http://www.loopnet.com/listing/15521546/48-s-washington-st-hinsdale- IL/ http://www.visitnaperville.com/main-attractions/ http://www.downtownnaperville.com/shopping_guide