2. Store Name
Store Location:
Edelweiss is located in the heart of
Highland Park in the uptown area of
Dallas, Texas. Apart of Dallas County.
There is a population of “8,564”
(census.gov.) people in Highland Park.
Female Population
Percentage:“52.5%”(census.gov.)
The median household income for the
Highland Park area is
“$176,375.”(census.gov.)
3. Target Market
College educated, Female with a
median income and between the ages
of 21 and 35. She is comfortable in all
aspects of her being, free and
adventurous, sweet to tough, tomboy
to romantic.
The Surrounding area of Highland
Park has a Per capita money income
in past 12 months (2009 dollars) 2005-
2009 of “$116,772” which is supporting
our target audience.
10. Fixtures
This product is used for
decorative purposes and
will be placed in the
This mirrors will be placed in the
center of the fitting
fitting rooms for practical use
room area. One of these
and to add an elegant touch.
fixtures will be used in
Two of each fixture will be used
the store.
in the store.
11. Fixtures
Two of these
fixtures will be One of these fixtures
used. will be used in the
store.
One of these
fixtures will be used
in the store.
14. Fixture Layout Fixture Layout
Key: L. Key:
A. H. I.
M. L.
G. E.
F. F.
K.
B. Seating Area
E.
N.
C.
N.
D. F.
C.
N.
A. C.
B.
N.
N.
D. J.
D.
Fixtures Floor Plan Layout
15. Fixture Layout Key: Fixture Layout Key:
Storage Atmosphere
L.
area, Office
Area, Restroom H. I. K.
M.
Area, Atmosphere G. L.
G. F. F.
K.
Seating Area
E.
H. N.
C.
N.
D.
N.
A. C.
I. B.
N.
L.
J. M.
J. D.
Fixtures Floor Plan Layout
16. Lighting Layout
Each of these lighting fixture will be used as
ambient Lighting. This light fixture will hang This lighting fixture will be used as task
over the store area and will be used to set the lighting. This light fixture hangs over each
atmosphere of the store, with soft romantic dressing room in the fitting room area.
lighting. Two of these lighting fixtures will be Two of these lighting fixtures will be
used. used.
17. Lighting Layout
This lighting fixture will be used as This lighting fixture will be used
accent lighting. This lighting fixture as task lighting. This lighting
will hang against the wall and fixture will hang over the cash
provide light for the surrounding wrap, restroom area, storage
shopping area. Two of these lighting room area and office area to
fixtures will be used. produce functional light. Four of
these fixtures will be used
18. Lighting Layout
This lighting fixture will be used
as priority lighting- spotlights.
Used for lighting & This lighting fixture will hang at This will be used as a lighting
Décor over the seating the front of the store on both switch, which is a lighting
area. One of these sides of the door to provide accessory. This lighting fixture
lighting fixtures will be light. Two of these lighting will hang on the wall behind
used in the store. fixtures will be used. the cash wrap and control the
setting of the lights. One of
these lighting fixtures will be
used.
19. Lighting Lighting
Layout key: Layout key:
B.
A. A. A. A.
B. F.
C.
E. A.
B.
D. D.
F.
G.
G.
C.
G. F.
D.
H.
E.
H. H.
Lighting Floor Plan Layout
27. Mannequins and Mannequin
Alternatives
Mannequin Type: Headless Mannequin
The Headless Mannequin has correct
body proportions to show off the
clothing but will not alienate any of the
consumers. This mannequin will appeal
to all ethnicities and races and will not
cause a consumers to feel unwelcomed.
This mannequin will also provide more
emphasis on the clothing rather that
providing interest in the mannequin
itself. One headless mannequin will be
used in the store Edelweiss.
28. Mannequins and Mannequin
Alternatives
Mannequin Alternative Type: Dress Form
The dress form will be used in the store
Edelweiss, because it has correct body
proportions and will attract a variety of
consumers from the stores target market
and will not alienate any consumers. This
dress form will show off the merchandise
without taking attention away from the
merchandise. The bottom rod of the dress
form also adds a touch of class and elegance
to the dress form and adds to the
atmosphere of the store Edelweiss.
Two of these dress forms will be used, one
in the color white and one in the color black.
Price: $85.00 each, $170.00 total.
