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Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
Dernier Cri
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Dernier Cri
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Dernier Cri

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  • Christina Our store is called Dernier Cri and I’m….(introduce ourselves)
  • Christina Dernier Cri is located in urban Austin, Texas. The Austin Metropolitan Area is the 2nd fastest- growing metropolitan area in the nation. Austin is home to the University of Texas, one of the largest universities in the nation. With our target market being college aged students, the high population of students in this area is a major plus. Austin’s population is up to 757,688 a 100,000 jump since 2000. The median family income is $62,272.
  • Christina AGE - Targets traditional aged college students, men and women, between the ages of 18 and 25. EDUCATION – Students who obtained at least a high school diploma and is working on a college degree. INCOME - Students with a discretionary income of $21,000 to $30,000 provided through other sources such as their parents, part time jobs or starting in their careers. LIFESTYLE - Customers are fashion forward, but want the best product at an affordable price.
  • Christina Our mission statement describes our store as a whole. We love our customers and we love our fashionable products.
  • Christina Dernier Cri is a fashion forward footwear store, for the college aged/young adults consumer who want the best looks at an acceptable price.
  • Christina The customer is top priority and should feel as if they are number one while working with any store associate. Dernier Cri strives to provide unequivocal excellence in all aspects of the store by paying attention to fanatical attention to detail. Dernier Cri, is a modern store where the love of people and the love of fashion collide. Features funky colors and hip merchandise. Dernier Cri offers a laid back one on one shopping style. Dernier Cri offers footwear at an affordable price point for our target audience.
  • Christina We will start by creating a private label by October 2010. Then by January 2011 we will expand our company to an internet site. We will then open our second store in a different area of Austin by February 2012. By April 2013 we will have paid back the bulk of our debt to investors. By February 2014 we will branch out to the east coast and open our third store.
  • Christina Dernier Cri which means the latest in fashion in French. We brought that to life through our logo which flows through to our atmospherics, and merchandise.
  • Sydney For two of our operational signs we did a Return Policy & Procedures sign and a Store Hours sign. By having a Return Policy & Procedures sign we are displaying our policy to our customers so they have no questions about what we will or will not accept as a return. By displaying our Store Hours, customers will know when our store will open for them to come and shop.
  • Sydney Then men and women signs are 2 more operational signs which will be hung from the ceiling to designate the men and women areas for footwear in the store.
  • Sydney Our conversational sign comes from our mission statement. It gives the same meaning, The love of fashion and the people who love fashion.
  • Sydney For our design element window we had vertical line in the big window. Our theme for the window was “Get Runway Ready with Dernier Cri”. We used vertical lines with the mirrors on the wall and the runway. Also by using more formal clothing we still used the element vertical line.
  • Sydney For our trend window, we used the Metallic trend for Spring/Summer 2010. Our theme of the window is “Splatter Your Sole” We showed this by splattering metallic paints on the mannequins overalls, the wall painting, and the many different props used.
  • Sydney Dernier Cri uses a minimal floor plan. This is achieved by placing the majority of the product on shelving along the walls with very few tables placed around the store. This design is used to create a certain ambiance of a higher class store while remaining in the moderately priced bracket.
  • Sydney This is our minimal floor plan with shelving along the walls, two seating areas, the cash wrap in the center, and two tables in the front of the store to showcase special merchandise.
  • Cierra The cube lighting seats are different and very modern, they provide lighting as well as a place to sit and have round glass tables in the middle of each seating area for placement of various items while you try on the merchandise. The shelving that is placed along the walls are eye catching and have an effective way of merchandising the products. The tables add just enough pop at the entrance and provide plenty of storage for various items. The L-shaped cash wrap is black granite topped and placed in the center of the store.
  • Cierra Describe the different fixtures.
  • Cierra Describe the different fixtures.
  • Cierra The chandelier will brighten the point of sale area while remaining flattering. The flexrails will light the seating area for proper lighting while the customers try on different shoes. The wall lights are placed along the level shelving to properly light the merchandise in a way that draws in the customers. Light cubes will be used for seating and for lighting of the feet area.
  • Cierra Wall lights are place among the walls where the shelving is. The flexrails are above the seating areas and the display tables at the entrance of the store. The chandelier is above the cash wrap.
  • Cierra Describe lighting fixtures.
  • Cierra Silver, movable, male and female, full body mannequins were chosen to capture the customer’s attention. The mannequins will be featured not only in both window displays, but also will be utilized to bring to life the latest trends in footwear. The mannequins will sometimes be clothed, but other times, just wearing footwear. Also, the mannequins will be posed in positions that draw attention to the shoes. Full body mannequins hold more true with Dernier Cri’s design aesthetic, which is why they were chosen opposed to mannequin alternatives for footwear.
  • Cierra Describe mannequins and uses.
  • Cierra Walls will be the primary display for our merchandise. The wall elevation for all 3 walls includes the shelving with different merchandise on each level.
  • Transcript

    • 1. Christina Davis, Cierra Geer, Sydney Royal By CCS
    • 2. The City
      • The 2 nd fastest growing metropolitan area in the nation.
      • Home to the University of Texas.
      • High population of college aged students as well as many young adults.
      • Population on a constant rise.
    • 3. Target Market
      • Men and women, ages 18-25
      • High School diploma and working on a college degree
      • Discretionary incomes provided from outside sources, such as parents or part-time jobs
      • Want the latest fashions at a reasonable price
    • 4. Mission Statement The love of fashion and the people who love fashion.
    • 5. Dernier Cri Dernier Cri provides fashion forward footwear offered at a moderate price, while giving the consumer a satisfying experience.
    • 6. Brand Image
      • Unequivocal excellence in all aspects of the store by paying fanatical attention to detail.
      • A modern store where the love of people and the love of fashion collide.
      • Laid back one on one shopping style.
    • 7. Marketing Objectives
      • Start creating a private label by October 2010.
      • Expand internet site by January 2011.
      • 3. Open second store in another part of Austin by February 2012.
      • 4. Pay investors bulk of debt by April 2013.
      • 5. Open third store on east coast in February 2014.
    • 8. The logo was designed to set an image of high fashionable class.
    • 9. Operational Signs Dernier Cri Return Policy & Procedures   We gladly accept returns of unworn or defective merchandise when accompanied by the sales receipt dated within 30 days of return for a full refund or exchange. Refund will be made in the form of original payment. Returns made after 30 days will be exchanged or issued a merchandise credit for original purchase price. If receipt is unavailable, we will exchange or issue a merchandise credit based on the current sales price. Identification is required for all non-receipted returns. Dernier Cri Store Hours   Sunday: Closed Monday –Thursday: 9:00 Am – 5:00 PM Friday: 10:00 AM – 6:00 PM Saturday: 10:00 Am – 6:00 PM
    • 10. Operational Signs Men Women These operational signs will be hung to designate the men and women’s area for shoes.
    • 11. Conversational Sign We love our shoes… and you’ll love them too!
    • 12. Design Element Window Vertical Line Get Runway Ready with Dernier Cri
    • 13. Trend Window Metallic Splatter Your Sole
    • 14. Floor Plan
      • Minimal floor plan
        • Majority of merchandise placed on the shelves along the wall
      • Creates ambiance of higher class while remaining in moderate price bracket
    • 15. Floor Plan B B B B B B D D A A A C E E
    • 16. Fixtures
      • Cube lighting seats for a place to try on shoes.
      • Round glass tables in the center for various items.
      • Level shelving used to display shoes along the walls.
      • Tables near the entrance to display newer items and special products.
      • L-shaped cash wrap placed in the center of the store.
    • 17. A. The shelving that is placed along the walls are eye catching and have an effective way of merchandising the products. B. The cube lighting seats are different and very modern, they provide lighting as well as a place to sit and try on the merchandise . C. Black granite topped L-shaped cash wrap placed in the center of the store.
    • 18. E. Round glass tables in the center for various items while trying on the merchandise. D. The tables add just enough pop at the entrance and provide plenty of storage for various items.
    • 19. Lighting
      • A chandelier will be used above the cash wrap
      • Flexrails above the seating area.
      • Wall lights along the level shelving.
      • Light cubes will be used for lower lighting.
    • 20. Lighting Plan B B
    • 21. A. The chandelier will brighten the point of sale area while remaining flattering. B. The flexrails will light the seating area for proper lighting while the customers try on different shoes. C. The wall lights are placed along the level shelving to properly light the merchandise in a way that draws in the customers.
    • 22. Mannequins
      • Movable male and female mannequins
      • Both in window displays and posed on top of shelving
      • Clothed in the windows, but only showing footwear on shelving
      • These full body mannequins go along with Dernier Cri’s design aesthetic better than some mannequin alternatives.
    • 23. Mannequins
      • Silver
      • Flexible
      • Male & Female
      • Posed in different ways to draw focus to footwear
    • 24. Wall Elevation
      • Level shelving used to display shoes along the walls.
      • Each section will be categorized by end use.

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