STOREMulti brand storeStyle-Elegant, young, vintage look, rock style, cutting edge sense ofstyle, sophisticated ﬁtted pieces, basics.Six brands:- Maje, RVCA x Erin Wasson, Patricia Nicolas (Jewellery), Bird byJuicy Couture, All Saints, American VintageLocation- El Borne
BRANDSRVCA x Erin Wasson Maje Patricia NicolasAmerican Vintage Bird by Juicy Couture All Saints
TARGETDemographic proﬁleAge: 18 - 30 years oldGender: FemaleOccupation: Students - part time jobsIncome: Middle-upper income or depend on parentsHobbies/activities: Fashion, art, design, reading, traveling, music,movies, books, going out.Music: The XX, Metric, Coco Rosie, Bat for LashesWhere do they shop? Maje, Topshop, COS, Vintage shopping,boutiques in Borne, Zara, H&M.Shopping drivers: Design, innovation, style.
INTERIOR Measures - 100m2 store and 50m2 Stock area. Ambiance -Cozy, elegant, sophisticated, vintage looking Decoration -Black / dark grey painted walls -Dark wooden ﬂoors -Torn wallpaper -Black & White pictures, Vinyl, mirrors Furniture -Rococo style -Table, Chairs, sofas
INTERIOR Fitting rooms - Stainless steel doors, mirror, chair Music -Coco Rosie, Metric, Bat for Lashes, The XX Lighting -Chandeliers, built in lights in the ceiling Scent -Diptyque candles around the shop Staff -Nice, friendly and polite -Wearing clothes from the store -Aware of the product
STORE IMAGE- Fashion model- USA- Internationally known- Personal style matches our product- Early adopter- Followed by many people DREE HEMINGWAY
MERCHANDISING SRATEGY • Clear look - not too much •Long table at the entrance - Vinyl -Books -Movies -Magazines • Divided in different rooms - Rack (lateral hanging) - Table - Chair - Light - Interior mannequins - Wooden hangers - Two sizes per garment: S and M
MERCHANDISING SRATEGYCatalogue- Model (Store image) mixing brandsShopping bags-Cotton bags-Re-usable• Change of windows display every twoweeks- Similar theme, just new garments- 8 changes per season
MERCHANDISING SRATEGY Entrance American Vintage Bird by Juicy Couture Patricia Nicolas RVCA All Saints x Erin Wasson Maje WindowsChanging rooms
WINDOWSMannequins-Atrezzo mannequins (reallooking)LookHair: Long wavy brown hair,short bob with fringe.Make up: Simple make up, dakreyes-Rock style look, rebellious, fun,sexy and strongDecoration-Background torn wall paper,chairs and the mannequins.
ACTIONS (communication)Magazine-Fashion, art, design (i-D, Architectural Digest, Vogue)Internet- Facebook, Twitter, other blogsBlog- Lifestyle blog- Music events, movies, places to go.Website- New arrivals, trends, brand and product information- Online buying.