Visual Case Study, MCS 488, Louisiana Tech University

2. The name of our company is Spitfire. We specifically chose this name because
it is a synonym for tomboy. Our company’s target audience consists of tomboys,
or young women who to tend to dress more masculine. We believe that the
name Spitfire communicates to customers what our company is all about,
which breaking the barriers of menswear by creating garments made to fit a
woman’s body. We also felt that the name Spitfire was memorable and had an
edge to it, which would entice people to look us up and see discover our mer-
chandise. Lastly, it evokes the thought of a dragon, which we incorporated into
our company’s logo.

3. Our target customer is an edgy, chic, laid-back, free-spirited woman, who style
is inspired by menswear fashion. Our woman is not afraid to hang with the boys,
and when she do, she does it better than the boys. She does it with style, and with
a woman’s fit. Our audience likes politics, and has an appreciation of art, music,
creativity, intelligence, and witty banter. We target women who consider them-
selves as tomboys or who likes to wear men’s clothing age range from 20 to 40
year olds. Our customers have degrees in the liberal arts, math, science, and love
fashion. These women often end up with high paying jobs in the fashion industry,
film industry, art industry, with jobs like graphic design, electrical engineering,
computer software programmers, etc. Their average salary ranges
$69,500-$100,000. Our customers are mostly part of the generational group,
which is actually a behavioral category of young customers.

4. True menswear made to fit women is rare. Our company aims to broaden the
market for this particular style that most people don’t realize is in such high
demand. Many women purchase men’s clothes in order to achieve the look
they desire. We have chosen to create menswear made particularly for
women so that there is no longer need for women to shop in the men’s sec-
tion. Our goal is to inspire women to embrace their tomboy style, and play
to their strengths.

5. The brand image our company wants to achieve is a unique style that isn’t found
anywhere else in the fashion industry. We want our customers to walk into our store
and see menswear with a feminine twist. We want to achieve a lifestyle brand image
that our customers can relate to. All these elements of our atmospherics tie into
what it is like to actually be a woman with a tomboy style, and that is the impres-
sions we want held by our customers, that we know exactly what is like, and that we
cater to their needs.

6. Because we are selling to those who prefer the look of menswear fashion, the
main types of tops we will carry are solid, patterned, and graphic tees and tanks,
solid and patterned button-ups, relaxed sweaters, and graphic sweatshirts.

8. We will mostly carry loose fitting, relaxed pants, shorts and jeans with a few
more fitted styles that will be well tailored. These will include things like
dark slacks and cropped pants of various colors. We will also carry a few
special items such as overalls and joggers.

10. Oversized coats, relaxed cardigans, army, graphic and logoed jackets, and
loose yet tailored blazers and vests

12. We will mostly carry menswear inspired shoes like loafers, fashion sneakers
similar to Vans and Converse, European style ankle boots, wedge sneakers,
platform ankle boots, and heeled military boots.

14. ball caps, beanies, small yet masculine watches, logo pins, simple gold/silver
chain necklaces and bracelets, stud earrings, simple gold/silver rings, and
solid and patterned ties/bowties

16. SIGNAGE

17. All of the atmospherics in our store have meaning, and represents what it is to be a
strong woman in a male dominant world. Our brick-and-mortar store will consist
of black and white checkerboard floors, which represents human life, the good and
the evil. It will consist of a red brick wall behind the cash wrap, which represents
our brand image of being strong, and well built. It also will have a red velvet chaise
lounge and matching chair, which represents the soft and sensual side of our image.

23. NY
spitfire