Honest Man Mens Store Concept Lincoln Nebraska

Honest Man
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A concept brief for a new men’s store
Urban Strategies | Real Estate Advisors

overview:

The pages that follow are intended to serve as a starting point for the
invention of a new store for men to be located on P Street in the heart
of downtown Lincoln Nebraska. The envisioned shop would be located
alongside the existing Embellish shop for women, one of downtown
Lincoln’s most innovative retailers.
The concept behind the new shop for men is to drive new traffic to the
space and increase sales and revenues by expanding the merchandise
selection in-store. The existing premises, while situated in the most
advantageous location along the prime P Street corridor, is larger than
necessary for the Embellish concept, and could easily be divided to
create two spaces with generous storefronts and separate entrances,
while at the same time allowing for the potential for a single cash/wrap.

NEARLY ALL MEN CAN STAND ADVERSITY,

Urban Strategies | Real Estate Advisors was asked by the Downtown
Lincoln Association to identify some possible approaches to the
development of a men’s store concept for the space, as part of a larger
effort to enhance and strengthen the P Street Corridor. This busy
pedestrian and vehicular route connects the Haymarket entertainment
district, the University of Nebraska, the business district and the Capital
District along Centennial Mall. The store space is located at the heart of
downtown Lincoln facing the new Civic Plaza, in a building housing a
historic movie palace turned nightclub, downtown’s most desired
residential lofts, and Barrymore’s, considered one of the best bars in the
US, located in the former fly loft space.

BUT IF YOU WANT TO TEST A MAN’S CHARACTER, GIVE HIM POWER.

-- ABRAHAM LINCOLN


CONTENTS:

•Market Overview
•Target Customer

MOST FOLKS ARE AS HAPPY AS THEY MAKE UP THEIR MINDS TO BE.
-- ABRAHAM LINCOLN

•Store Concept
•Menswear Essentials
•Notable Independent Men’s Doors
•Sample Logo Study
•Storefront Concept Rendering
•Shop Interior Concept Images
•Concept Summary
•Sample Vendor Possibilities

Market overview:
The location for the proposed men’s shop is perhaps the best retail
space in Downtown Lincoln. Located directly across from the new Civic
Plaza (image opposite) , the premises are advantageously situated next to
a well established women’s store under the same ownership, and is
located along the P Street corridor, downtown's most active pedestrian
corridor.
The storefront benefits from exposure to both pedestrian and vehicular
traffic, as well as growing bicycle traffic drawn by Lincoln’s growing bike
lane network.
The population the shop can expect to serve on a daily basis would be
drawn from the University of Nebraska community of students, faculty
and staff, members of the downtown business community, and
government workers.
The downtown business community is seeing an infusion of new
creative class workers drawn by new business incubators in the
Haymarket, and new entrepreneurs setting up shop along the P Street
corridor. The University is also experiencing a period of dynamic
growth, with a new Campus Master Planning effort underway and
ambitious plans for expanding enrollment.
An additional customer base can be expected from visitors from all over
Lincoln and beyond that come to downtown for events, nightlife and
Cornhusker games.
Connecting to each of the customer groups in meaningful ways will be
important, but the location is well positioned to take advantage of each
of these consumer groups.

Target CUSTOMER:

The desired customer drawn from the various market sectors in
Downtown will likely be an upperclassman, graduate student or junior
faculty member, a member of the emerging creative class in Lincoln, or
one of the twenty to thirty-something's that patronize nightspots in the
Haymarket and places like Jake’s Cigars and the Zoo Bar downtown.

Still finding their way sartorially and in life, this customer is probably just
beginning to graduate from t shirts and hoodies to more adult clothing.
Because casual wear has become appropriate for almost any occasion,
this category should constitute the bulk of the merchandise offering.
However, there is a need for a point of view on clothing that can be
worn to a business meeting, a client presentation, or even just for date
night. It is in this regard that the connection to a female perspective will
be highly valued, and so the relationship with Embellish can be
positioned as an asset. An important sub theme- “What Women Want
on a Man” can be addressed with credibility just by positioning the store
as an authority through its ownership.
Although the shop footprint will constrain the depth and range of
merchandise, the new shop can offer a distinct point of view that is
appropriate for the market, and develop a relationship with the
customer that can grown and evolve along with the customer.


Store concept:

“Only the Essentials”
The store concept is based on the principle that most men do not enjoy
spending a lot of time shopping, and prefer to rely on a handful of
reliable items for their wardrobe. These go-to items range from a great
pair of jeans to a blazer that can be thrown on over them for a dressier
occasion. Men tend to dress for women, so having a woman’s point of
view in selecting these items is a tremendous asset.

“What Women Want on a Man”
Although never veering to far astray from the core principles of these
wardrobe staples, menswear has evolved to allow some fresh
approaches to even the most classic wardrobe essentials. The female
perspective that is inherent in the Embellish connection will serve as an
important distinction between more typical chain store or online
offerings. The customer can count on a point of view that is appropriate
for Lincoln, appealing to the female population, up to date, and easy to
shop.


Wardrobe essentials:
Shoes
Always bear in mind that your own resolution to succeed
is more important than any other.
-Abraham Lincoln

Cool Sneaks
Slip On Loafers
Classic Dress Shoe
Cowboy Boots
Pants

Grey Flannel Trousers
Khaki Pants/Chinos
Slim Denim Jeans
Shirts
Heavy Duty V Neck T Shirt
Comfortable Dress Shirt
Dress Up Date Shirt
Jackets
Versatile Sport Coat
Classic Blue Blazer
Outerwear
Game Day Jacket
Cashmere Pullover
Winter Coat

Comparable doors:

1. Confederacy…..Los Feliz, Los Angeles
2. Sid Mashburn….Atlanta Also dual men’s and women’s concepts
3. Context….Madison
4. The Independent…..Little Rock
5.

Stag Provisions for Men….Austin

6. The Field House….Seattle
7. Harrison Limited….Birmingham
8. Unionmade…. San Francisco
9. Imogene and Willie…. Nashville

10. Cuffs Clothing….Chagrin Falls, Ohio
11. Common Gallery…. Artists District, Los Angeles

Graphic study


Storefront study


Interiors concepts


Concept summary

1. Unique to Lincoln
2. Tightly Edited Merchandise Selection
3. Classic Essentials with Contemporary Twist
4. Focused on Target Customer
5. American Emphasis with International Flavors
6. “What Women Want on a Man” Perspective
7. Head to Toe Dressing with a Point of View
8. Relevant Sponsorships and Special Events


Vendor resources:
Warby Parker (Eyewear)
Woolrich (Shirts, Outerwear)
Carhart (Outwear, Shirts, Pants)
Apolis Global (Collection)
Timberland (Shoes, Belts, Outerwear)
Brooklyn Industries (Clothing, Ties, Blazers)
Razor (Accessories)
Common Projects (sneakers)
Choctaw Ridge (underwear)
Chup (Socks)
Context (Leather and Vintage)
Dunderdon (Knitwear)
Engineered Garments (Shirts)
Filson (Backpacks, Briefcases, Luggage)
Goruck (Backpacks, Briefcases, Luggage)
Jungmaven (Tees)
Leatherhead (Footballs)
Left Field (Jeans)
Blind Barber (Grooming)
Etiquette Clothiers (Socks and Shirts)
Baldwin Denim (Pants)
Speakeasy (Tees)
Eastland Made In Maine (Footwear)
Brooks England (Bags and Accessories)
Levis Commuter (Shirts Jackets and Pants)
Nixon (Watches)
Stone Island (Footwear, Outerwear)
Rains Denmark (Outerwear)
Standard Trade (Denim)
Etiquette (Socks)
Aigle (Shirts)

apolis


Levis commuter


Stone island


UNIS


Baldwin denim


Standard Trade


speakeasy


AIGLE


reiss


Eastland made in maine


Carhartt’s


Rains denmark


ETIQUETTE


Warby parker


BLIND BARBER


Be sure you put your feet in the right place, then stand firm.
Abraham Lincoln

Honest Man Mens Store Concept Lincoln Nebraska

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