2. Store Personality.
The name of the store will be FoxFace Boutique. The logo will be a minimalist
fox’s face, done without outline in a very geometric way and color blocked with
cream and burnt orange. Behind it will be a lighter teal blue color, with text in
black. The font will be vintage-inspired cursive, but clearly legible. Small, subtle
hints at foxes will also be found in the store’s art, décor, and shopping bags. The
goal is to not make the store seem childish, despite its animal affiliation. The
store will focus on having an exciting brand personality, intended to be a unique
experience with a whimsical and vintage touch. Currently, no slogan seems feasible,
since fox-related words, such as foxy, could be received in a more promiscuous way
than intended.
3. City and Regional Profile.
Flagship store.
City.
In the last year (2015), the two largest cities in Oklahoma outpaced average
national growth for metropolitan areas, according to the Federal Bureau of Economic
Analysis. While Oklahoma City remains the state’s most known area, Tulsa has begun
to outpace the capital. Tulsa’s Gross Domestic Profit grew by 3.7 percent last year,
the bureau continued, which was more than an entire percent higher than the national
average. While Oklahoma City was ranked 99th
out of all 381 metropolitan areas that
experienced growth, Tulsa outranked it by falling into the 51st
placeholder. Part of
Tulsa’s growth may be due to their industry relying heavily on “aerospace,
including aerospace manufacturing and aviation; health care; energy; machinery and
electrical equipment manufacturing; transportation, distribution and logistics”,
which are all fairly wealthy industries. Despite large amounts of local revenue being
generated by aforementioned industries, cost of doing business is 15 percent under
the U.S. average due to low tax, energy, and property costs. With low cost of living,
Tulsa has been increasingly attracting young, skilled professionals causing Forbes to
rank the city as 2013 “number one city for young entrepreneurs in the U.S.” and the
Fiscal Times ranked Tulsa “second U.S. city for young people to find jobs”.
Considering Forbes and Fiscal Times ranking, and commentary, on Tulsa, the
city seems ideal for prospective business. Specifically, with the average persons per
household being 2.48 it can be assumed that of the growth in younger professionals,
4. many are in relationships. Individuals in relationships have more disposable income
than singles, which means there is more spending potential from these individuals.
Examining the population as a whole, a majority 88 percent of the population was
reported as having at least a high school diploma, and 23 percent as having a
bachelor’s degree or higher. A more educated population typically yields a higher
median household income, which Tulsa reflects with a near $50,000 median income. In
addition to simply growing, Tulsa’s growth seems to be predictably stable with over
80 percent of residents having lived in their household over a year.
District.
Within Tulsa, many districts are populated with shopping centers, restaurants,
and other draws for consumer shopping; however, the Pearl District seems best suited
for Fox-Face’s starting location. In recent years, an initiative by the city has
been in motion to turn the area into an artistic, and bustling, area for locals to
visit. During recent renovations, several businesses moved into the Pearl District
such as: a yoga studio, a Mediterranean restaurant, a boxing gym, an architectural
firm, a high-class bar, a communal workshop that emphasizes the arts and music, a
café with a reading room, and a tattoo shop. All these types of businesses emphasize
the overall artistic atmosphere the city intended for the district, which sits next
to a newly built park with a view of downtown Tulsa. In the future, the city intends
to evaluate zoning and expand parking areas along with investing in a light rail line
into the Pearl District to further encourage commuters to enjoy the renovated
district.
5. Despite the numerous businesses moving to the Pearl District, the only
boutique currently in the area is one within a large building with many other shops.
Without direct street access, this makes the shop less of a competition. Along with
the lack of accessibility, the boutique is mostly known for kitsch knick-knacks and
handmade goods from around the world, all with a very bohemian feel. While the Pearl
District is overall artistic, the bohemian style of the potentially competing
boutique varies greatly from the style intended for Fox-Face; therefore, it would not
be a concern.
Building.
Majority of buildings within the Pearl District are brick and not free
standing. The architecture has an industrial vibe that works well for the artistic
community. Within the store, the brick will be utilized to contrast with sweet colors
and prim patterns all to create an energetic and trendy feel, while also staying
appealing to a slightly older demographic. In this way, it will be very similar to
the atmosphere of the artistic, southern area of Nashville.
6. Marketing.
Target Market.
General.
The ideal place to fall within the VALS survey would be to appeal to
Experiencers first, and secondly Believers and Achievers. While three ideal types may
seem like a vast reach, they have a few key factors in common that make them the
ideal target. Experiencers almost comes naturally to any store creating an inviting
environment, and a start to finish shopping experience. With experiencers, it is all
in the details of the store and service, but good customer service should always be
the case. Experiencer type is also the most common out of all the VALS survey
results; therefore, it would be ridiculous not to consider their needs since they
most likely make up the majority of the target market.
To consider Believers as well would be beneficial since they value community,
have strong me-too fashion attitudes, rely on spirituality for inspiration, and find
advertising a legitimate source of information. Since the Pearl District is an ever
developing community with the intentions of adding more community to the city of
Tulsa, the individuals visiting the area would be those who value a friendly
community, such as Believers. Furthermore, any person with a strong attitude toward
fashion would be beneficial to consider for a boutique. As well, majority of patrons
in Tulsa practice a form of Christianity; religion is a strong influence in the area
of Tulsa. Even if just considering spirituality, Believers should still be targeted
since within the Pearl District is a yoga studio, which will draw individuals looking
7. to strengthen their spirituality. Finally, Believers would be easy to draw into the
store since they believe in the truth of advertising. This would allow less
advertising to be more effective.
Achievers would account for the ambitious skilled youth currently making up
the majority of individuals moving to the Tulsa area. Achievers are known for being
committed to family, which is similar to Believers’ preference for a friendly
community. Achievers also are hardworking and professional, meaning they most likely
are successfully making a slightly higher income, but they are also peer conscious,
which means they will want to stay in style with new clothing. Most likely clothing
purchased by Achievers would be split between business casual, to stay ahead and be
considered trendy at work, and at home casual, in order to comfortably spend time
with their family.
Specific.
As derived from the analysis of the city, the majority of the population seems
to be younger skilled workers and the majority of households have at least two
individuals living there. Two person households typically indicates a larger
disposable income, and younger individuals in general would be interested in spending
their disposable income on clothing worth investing in, but that is also stylish. By
keeping most of the clothing appealing to trend-seeking women in their twenties, but
also selling basic wardrobe building pieces, the store can appeal to women in their
thirties or higher who may have children or may not be as interested in fads as well.
Hopefully, being within the reach of an affluent area with money from aerospace and
oil will capture the interest of more established women. It would be an opportunity
8. missed to consider the slightly older than twenty demographic, since they are most
likely college-educated with the income to buy from a boutique. Ultimately, the ideal
range would be 21 (just out of college or almost finishing) to 45 (established, with
significant income).
Marketing Plan.
When the store first opens, marketing and advertising will be heavier than
later in the store’s life or around holidays; however, it is essential to also keep
costs as low as possible while making as large a reach to the target market as
possible. Social media, such as Facebook and Instagram, will be used frequently to
share new product and promotions. Hopefully, over time collaboration with other local
businesses will occur. For instance, offering a coupon to the coffee shop in the same
district as a distraction for husbands, who can go get a cup of coffee and browse the
bookstore while his wife shops, or as a gesture of goodwill, would allow mutual
business growth for the community. Television advertising seems too costly when
weighed against the benefits, but advertising with local businesses and print media
advertising in minimum would be sustainable depending on costs.
9. Décor and Floor Plan.
Décor.
As mentioned previously, in order to be cohesive with the area and utilize the
building materials, the store will have some exposed brick walls. In contrast, the
other major wall within the shopping area will have either paint or wallpaper that
falls within the quirky-cute aesthetic of the store. For example, white and light
gray chevron falls within the stores color story and would elevate the chicness of
the store interior without making it seem like a children’s store. Ultimately, the
accent wall should be simplistic even if it is patterned. From the store area, a
transition should occur to where the customer may try on clothing.
The lighter wood floor will transition to soft carpeting and the décor will
make the customer feel as if they are stepping into the privacy of their own bedroom.
To amplify this intimate feeling, plush rugs, comfortable furniture, and a vanity
with a mirror and accessories for sale will be placed in the area along with the
changing rooms.
Overall, cohesiveness between the shopping and changing section of the store
will be formed through colors and aesthetic. The sweet southern, yet quirky artistic,
feeling will be found in both areas. Fixtures and furniture will be a mix of glass
(for fixtures) and revitalized antiques. The colors will fall within the range of:
light gray, cream, pale teal blue, burnt red-orange, and black accents. These colors
are also represented in the FoxFace logo; therefore, will create an overall unity.
10. Artwork will be a mix of body-positive imagery and quotes, whimsical pictures, and
preferably local art.
Floor Plan.
Fixtures will be arranged in a boutique style, with multiple miniature
shopping areas with slightly different color stories and themes. Near the changing
section, but still in the shopping area, would be a rack for vintage resale clothing
and locally designed and made clothing. Despite a semi-random arrangement of 4-way
stands, a clear path is made from doorway to register in order to reduce congestion
of traffic flow. 4-way racks heavily populate the front of the store since they are
more eye-catching and are easier browsed than tables.
If the customer veers right, the clothing has one particular color story and
is more casual-wear clothing. If the customer enters and continues straightforward,
then a different color story than the casual side will be merchandised and the
clothing will be more formal, but not overly so. Next to the fitting rooms at the
rear of the store a rack and table, placed near a mirror, will be full of accessories
for customers to try-on with clothing. Merchandising a heavy amount of accessories
near the register and fitting room will encourage customers to buy more on impulse to
expand on their garment purchases.
11. Fall 2016 Trend Analysis.
Style Features.
Considering fall in Tulsa is typically in the mid 40 degree range, a mix of
comfy sweaters, long dresses, pants, and full skirts would be ideal. Lace seems to be
continuously popular, as well as clothing that is either slouchy or has a drop seam
shoulder. Large details, such as buttons on jackets, are breaking onto the scene and
work well with the quirky-cute aesthetic aimed at the younger end of the target
market. Leather also seemed fairly popular as a contrast to the lace, and overall
sweeter side, of fall designs. Popular patterns are color blocking, vintage looking
florals, and quirky shapes (e.g. hearts, animals). Garments with a touch of shine,
frill, or fur also seem to be popular despite the splashes of color not being typical
for these types of details. In all, vintage, girly silhouettes accented with funky
patterns or edgy leather is the direction for fall Fox-Face should consider.
Leather, Lace, Chiffon, Knit
Hearts, Color Blocks, Animals, Vintage Florals
Full Skirts, Slouchy Sweaters, Boxy Jackets, Long Dresses
Large Buttons, Ruffles and Frills, Detailed Shine, Fur used as trim
Maroon, Pale Pink, Navy, Cream, Gray, Mustard, Black, Faded Brown
13. Color Story.
Pink: Fuzzy Mitten
Maroon: Loving Hearts
Brown: Peppermint Mocha
Cream: Vanilla Cream
Yellow: Gourd-geous
Blue: Button-Up Blue
Gray: Artic Fox
Black: Night Sky
Pantone reported popular colors for the upcoming fall as being a “unity of
strength, confidence and complexity”. A mix of warmer and cooler colors, all on the
darker side except the pink and cream to accent. These colors allow some clothing
items to transition well into the upcoming spring, as well as invite a little more
color into the not too cold fall Tulsa experiences.
24. References
2014 ECONOMIC SUMMARY WITH FORECASTS FOR 2015-2019. (n.d.). Retrieved February 16, 2016, from
http://www.growmetrotulsa.com/business-attraction/relocation-data/economic-profile
Mecoy, D. (2015, September 24). OKC, Tulsa economic growth outpace national rate. Retrieved
February 16, 2016, from http://newsok.com/article/5448876
U.S. Census Bureau. (2015, December 02). Tulsa County QuickFacts from the US Census Bureau.
Retrieved February 16, 2016, from
http://quickfacts.census.gov/qfd/states/40/40143.html
Evatt, R. (2015, April 12). A new business district comes together in the Pearl District.
Retrieved February 16, 2016, from http://www.tulsaworld.com/business/retail/a-new-
business-district-comes-together-in-the-pearl-district/article_ab29f712-7024-517a-
9303-18182067588e.html
2016 Fall Ready-to-Wear. (n.d.). Retrieved March 3, 2016, from http://wwd.com/
2016 Fall Ready-to-Wear. (n.d.). Retrieved March 3, 2016 from http://www.vogue.com/fashion-
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