2. Retailer Name, Brand Logo
The name of the retailer is MAGNA. In Latin, “magna” means great. As a plus size women’s
retailer, it is important for women of all sizes to know that they are great – even more so when they
wear MAGNA’s clothing. The name of the store must remain in all-capitalization, so that the brand
(and the customers) can demand attention and respect. The logo is the above image, including the
‘M’ icon. The logo and icon are presented with a bold font called Alpaca Scarlett Demo in black
because they idealize the unafraid fashionista who leads a bold life. MAGNA does not currently have
a slogan. If a slogan were needed, it would simply provide a statement underneath the logo similar to:
FASHION FOR SIZES 12 TO 28.
Target Market/VALS
From the VALS model, MAGNA’s market segment targets the Strivers. Strivers are people
whose primary motivation is achievement. Plus size women often yearn towards social acceptance
and self-love, which is what MAGNA hopes to achieve in helping those women capture inner body
positivity through fashion.
Brand Personality
Using Aaker’s Brand Personality Model, MAGNA’s personality trait is ‘competence,’ which
represents a reliable, intelligent, and successful brand. As MAGNA’s target market are strivers
towards greatness, the retailer provides a clean, classic, and well-organized experience. With
MAGNA being derived from the Latin word, striving to become ‘great’ can be used as an effective
marketing tool.
MARKET ANALYSIS AND BRANDING
3. Store Atmosphere Information
When a customer walks into MAGNA, there will be an immediate sense of class and fashion
with the existence of clean, organized clothing racks and friendly staff. Sales associates will try to
initiate welcomes and current sales promotions within the first three minutes that each customer is in
the store. This assures the customer that their shopping experience is personal and the staff is willing
to assist in any way possible in providing a pleasant MAGNA visit. From the dark wood floors, to the
accent carpet designs, to the lovely wallpapers and ceiling textures, MAGNA will definitely bring a
visually appealing environment to the customer’s shopping experience.
City and Regional Profile
MAGNA’s flagship store will be located in Chicago, IL. Chicago is a beautiful city that
attracts to MAGNA’s customers as career-driven and fashionable young women.
∴ Population (2010): 2,695,598
∴ Persons per square mile (2010): 11,841.8
∴ Bachelor’s degree or higher, percent of persons age 25+
(2009-2013): 34.2%
∴ Per capita money income (2009-2013): $47,270
∴ Women-owned firms (2007): 36.1%
∴ Retail sales per capita (2007): $7,059
‘Boutique’ is the floor plan style that will be used in MAGNA. This will provide the store
with departments that can be used for seasonal, intimate, clearance, basic/staple, and casual/non-
casual merchandise. The front of the store will always have the newest styles and selections.
Shoppers will easily be able to move around the store, and the staff will be able to effectively present
merchandise according to current stock situations.
4. Specific Location Information
MAGNA would ideally be located at the Water Tower Place on Michigan Avenue. The
Water Tower Place attracts many people every day that may be included in MAGNA’s target market.
Because this shopping venue is already a well-known place, it would be beneficial for MAGNA in
gaining customers and exposure.
FASHION TREND/ INSPIRATION RESEARCH
In the plus size fashion industry, a lot of women look to bloggers to get inspiration of
upcoming trends. According to MAGNA’s target market segment, current key trends include:
∴ Hi-lo dresses/skirts
∴ Pencil dresses/skirts
∴ Sheer blouses
∴ Fur vests
∴ Peplum tops
∴ Collarless blazers
∴ Dark skinny jeans
∴ Light boyfriend jeans
5. Assortment
MAGNA offers clothing for every occasion. From business wear, to cocktail dresses, to
barbeque outfits, MAGNA has it. It is essential to offer such variety because different items can be
styled in a multitude of ways for an array of circumstances.
∴ Dresses, Skirts, Leggings, Tops, Blazers, Cardigans, Jackets/Coats: size 0x-4x
∴ Slacks, Shorts, Jeans: size 12-28
∴ Shoes: size 7-12
∴ Jewelry, Scarves, Hats: one size fits all
Texture/Fabric Trends
Color Trends
Wall Art
Price Point
MAGNA is Moderate to Upper Moderate with prices ranging from $15 to $300.
List of Brands
∴ Adrianna Papell
∴ Anne Klein
∴ City Chic
∴ DKNYC
∴ Eileen Fisher
∴ ELOQUII
∴ Lauren Ralph Lauren
∴ Louben
∴ Lucky Brand
∴ MICHAEL Michael Kors
∴ Mynt 1792
∴ Sejour
∴ Vince Camuto
11.
REFERENCES:
Chicago, IL. (2015). U.S. Census Bureau. Retrieved from
http://quickfacts.census.gov/qfd/states/17/1714000.html
Plus Size Bloggers. (2015). Retrieved from http://girlwithcurves.com
Texture/Fabric Trends. (2015). Retrieved from http://pinterest.com
