By M3<br /> Sarah McLaughlin, Maggie Fierros, Karina Munoz<br />
The store name projects the products directly by reminding the professional woman that everyone needs the basic pieces in their wardrobe. <br /> <br />The City:<br /><ul><li>Back to Basics will be located on the River Walk in San Antonio, Texas. This city is the second largest city in Texas and the seventh largest city in the US with a population of 1,351,305 in 2008, not including the 20 million tourists it brings in each year, making it the number one tourist spot in Texas.
San Antonio is a vivid city with an active nightlife. The River walk insinuates to San Antonio’s life style with the activities all along it bring in about 2.8 billion every year with its many bars, restaurants, and a shopping center. And in 2010, home to the first Back to Basics store. </li></ul> <br />Stats from:<br />*San Antonio, From Wikipedia, the free encyclopedia. (n.d.). Retrieved September <br />2, 2009 from http://en.wikipedia.org/wiki/San_Antonio<br /> <br />
Target Market:<br /><ul><li>Back to Basic will be for women ages 25-35 whom have recently graduated or have just entered the working field, but are still very in touch with their social life. They love to go out to cocktail parties, dinners with friends. Retail sales account for $13,828,317 of the income in San Antonio; so shopping is a favorite leisure activity for our target. They are more mature now and choose clothing that is more functional then before, but still fashionable.
Luckily in San Antonio the target market falls in great place with the women making up 51.7% of the population, 919,641 ranging in between ages 18-65, making the medium age 32.9 and the medium household income $36,706.</li></ul> <br />Stats from:<br /> *San Antonio, TX, Detailed Profile (n.d.). Retrieved September 2, 2009, from http://www.city-data.com/city/San-Antonio-Texas.html<br /> <br /> <br />
Marketing objectives:<br />To open the first Back to Basics store on the River walk in San Antonio by May 2010 by staying consist with the plan and budget for the store.<br />To create strong bonds with the customers over years by creating a scholarship of $500 aimed for high school seniors planning to enter any university in the United States with an emphasis of fashion merchandising by 2014.<br />To have the website available for the customers by November 2010 in time for the Christmas season by hiring a web designer to capture our “brand image” on to the web. <br />Open Back to Basics locations in the major cities of Dallas, Las Vegas, and Seattle by May 2015 by again staying consist with our original plans and budget.<br />To increase customer relations though the community by holding semi-annual charity fashion shows. <br /> <br />
Mission Statement:<br />“With the affordable prices and knowledgeable staff this will be the place for the “girls” to come for any fashion emergencies.”<br />
Brand Image:<br />The customers should feel at home when walking into the store. They will always know that they will receive great, personal service along with quality and a variety of fabulous basics that every woman should have in their closet. The store will be filled with the top ten essentials: Basic Black Dress, Trench Coat, Dress Pants, Classic Shirt, Jeans, vest/cardigan, Skirt, Day Dress, Jacket, and a dressy shirt along with the accessories to mix and match to complete many looks. <br />
Store Atmospheric:<br />Back to Basics store’s design and decoration is chic and upscale where the consumer would feel feminine and classy at the same time. The color palette of purple, black, white, and gray will make the store seem comfortable to browse around and trendy where the consumer may find what they need for their attire. The fitting rooms will have velvet curtains as screen doors that will block any light going in and out of the room giving complete privacy to the consumer while trying on clothes. Music will be played to keep the atmosphere in the store hip, young, and lively. A sitting area will be placed in front of the cash wrap for the consumer to sit down and relax. The area was thought for those who accompany the consumer target for Back to Basics so they can feel comfortable and at ease at the store as well. Everything used to decorate the inside of the store Back to Basics is done on purpose to give the consumer a great experience while the store keeps its image .<br />
Operational Signage<br /> <br /><ul><li>The Store Hours Sign communicates to our customers when we are open for business. This also notifies our customers of our phone number and address. This is helpful to have when we are closed and a customer walks past our door and sees our sign, they may call us or come back by during open hours if they are interested in our merchandise.</li></ul> <br /><ul><li>The Dressing Room Sign portrays to our customers that they are in a helpful and inviting retail store. This sign let’s the customers know we are there to help them if they are in need of assistance. This enhances our store image and reputation to have great customer service and care for them. </li></li></ul><li>Conversational Signage<br /> <br /><ul><li>Tim Gunn’s show Guide to Style was the inspiration to our store concept, so it only made sense to have some corky signs about him in the store. The signs will make a personal connection with B2B customers.
Every woman should have a basic black dress and never want to get rid of it and to be able to wear it to several occasions. When a woman can’t find anything to wear, you go back to the basics and can never go wrong with the little black dress. These signs help to tell the customer that the little back dress have been worn over the decades and is still in style which adds to the fact that the little black dress is one of the basic garments. States that the little black dress becomes like a second layer of skin to the woman when worn right and fights right. </li></li></ul><li>Floor Layout Plan<br />Back to Basics will be laid out using the “soft aisle,” floor layout. This floor layout will advance the customer’s eye to the walls and lead them throughout the store in an accessible fashion. The cash wrap counter has been set in the center of the store so that the customer has to journey their way around the entire store before making a purchase. The customer will be able to browse the store in a relaxed manner and easily find what they are shopping for.<br />
Store Fixtures<br />The store fixtures are aesthetically appealing to the customer and ties in with the black and gray color scheme. <br />The Wrought Iron fixtures are simple enough to keep the customer’s eye on the garment, but also appeal to women with the feminine swirls and wave details within the store fixtures. <br />
Fixtures<br />A<br />G<br />3 Tier Table Display Next to<br />Glass top table & Blouse Form <br />Shirts/Blouses<br />5’ x 5’<br />(5)<br />K<br />B<br />(1) Counter Top Blouse Form<br />Set on top of <br />Round Glass Table (2)<br />Current/Hot New Items<br />1.5’ x 1.5’<br />F<br />(2) Dress Form Next to <br />2 Round Tables (4)<br />Displaying Outfits<br />2’ x 2’<br />
Fixtures<br />E<br />C<br />4 Way <br />Rack Display Stand<br />Tops & Bottoms<br />2.5’ x 2.5’<br />(13)<br />2 Way <br />Rack Display Stand <br />Current Trends <br />2.5’ x 2’<br />(8)<br />Arched Display w/<br />Slanted Side Rails<br />New Dresses<br />5’ x 1.5’<br />(13)<br />D<br />
Fixtures<br />I<br />J<br />All in One Jewelry Holder 1’ x 1’ <br />Set on top of <br />Round Glass Table <br />Jewelry<br />1.5’ x 1.5’<br />(2)<br />K<br />4 Tier Display Stand<br />Handbags/Shoes<br />3’ x 2’<br /> (2)<br />
Fixtures<br />H<br />L<br />White Leather Couch <br />& <br />Coffee Table<br />Lounge Area<br />Rounder<br />Clearance Items<br />4’ x 4’<br />(2)<br />M<br />Cash Wrap 9’ x 4’ <br />& <br />Back Bar to Cash Wrap 9’ x 2’<br />
Back Wall Elevation<br />All of the merchandise on the sidewall of B2B again accent to the theme and atmosphere of the store. The clothing is basic but can still look entirely differently on consumers depending on their own take of it. This gives the customer a chance to still buy the products but make it personal to their own style. The wall is displayed from left to right by going casual to dressy. <br /> <br />A. White Button Down Shirt- Displayed frontal views in both white and grey, also with a folded assortment on bottom of display for customers to grab according to size. It’s accented with a black belt to accentuate the empire waistline. <br />B. Blue Jeans- Basic Straight cut jeans that every girl needs in their<br /> closet. None on front display but have an assortment hung by <br /> sizes for the customer to easily access.<br />C. Day dress Frontal -display with an assortment hung below the <br /> display by sizes. White Tunic with black flowering details running <br /> along the necklines and bottom sides, and of the dress. Has an <br /> empire elastic waistline and falls right above the knees. <br />D. Night dress -displayed frontal with an assortment hung just <br /> below is by sizes. The black spaghetti dress has a four inch <br /> decorative elastic empire waistline and falls just below the <br /> knees. <br />
Back Wall Elevation<br />E. Dressy Blouse displayed frontal view along with an assortment <br /> of folded ones by size for customers to grab. A loose fit silk satin <br /> Halter-top with a stretchable turtleneck comes in black and grey <br /> with a keyhole in the back and a five inch elastic waistline.<br />F. Basic Slacks hung by color from light to dark from grey to black <br /> then organized by sizes within the colors. They are straight, wide <br /> leg style.<br />G. The graphic that is displayed is simple and continues with the <br /> wall elevation themes of black and white, and classic.<br />
Back Wall Elevation<br />A-Casual Blouse<br />E-Dressy Night Blouse<br />C-Casual Day Dress<br />D-Dressy Night Dress<br />B-Blue Jeans<br />F-Basic Slacks<br />
Mannequins/Mannequin Alternatives in the Store<br />(2) Dress Form Mannequin Alternatives<br />Placed in the opposite corners of the store. Chosen to display unique outfits accompanied by ready to sell merchandise on each side of it. <br />Counter Top Blouse Form<br />Placed in the front left hand corner of the store. Chosen to display the newest tops in between the three tier tables with the folded ready to buy tops.<br />(4) Realistic Mannequins<br />Two in each of the front windows. Displayed to show the current theme. Currently displaying the versatile “Little Black Dress” theme.<br />
Window Display <br />One Day. One Black Dress. Four Looks. Endless Possibilities.<br />Work. Business Lunch. Dinner Date. Cocktails With the Girls.<br />As the target customer, the professional young woman, walks by Back to Basics, she will be intrigued by how a little black dress can be transformed from day to night with her busy schedule. <br />The little black dress is more versatile than women realize; the window displays will show four looks for one day: work, to business lunch, to a dinner date, to cocktails with the girls. <br />The window display shows how women can add or takeaway garment pieces and accessories to change the little black dress to a completely different outfit. This will attract the target customers because their schedules are busy, always on the run, and it only takes a few minutes to makeover an outfit!<br />
Red Handbag</li></ul>Mannequin Look 4 <br />Cocktails<br />With the Girls<br />
Lighting <br />Back to Basics will use three types of lighting techniques to enhance the store brand identity, accent each piece of merchandise, and give the consumer the best possible shopping experience.<br /><ul><li>Fluorescent Lighting
High Intensity Discharge Lighting</li></li></ul><li>Fluorescent Lighting<br />Open Channel Strip Lights<br />All purpose, heavy duty open channel fixture. Die formed cold rolled steel construction.<br /><ul><li>48" - 1 light 40 watt strip light (channel)
48" x 3 1/8" x 2 3/4” </li></ul>The Open Channel Strip Lights will illuminate at the floor and ceiling to bring the customers eyes to the merchandise on the wall. <br />(E)<br />
Fluorescent Lighting<br />Recesses Trouffer<br />Flanged recessed troufferdesigned for installation in suspended ceilings. Post painted metal for "no nicks or cuts" during installation. Standard latching door with clear prismatic acrylic diffuser.<br /><ul><li>Includes quick access plate.
1/8" x 2 3/4” </li></ul>The Recessed Trouffer Lighting will be placed in the office, storage, and restroom areas for overall lighting. <br />(F)<br />
Incandescent Lighting<br />Large (B)<br />Five Light Black Chandelier<br />Vintage flourishes, a textured finish and subtle<br />decorative detail set the distinctive tone to create a <br />dramatic look.<br /><ul><li> Black finish
Overall dimensions: 12" W x 12" D x 18" H (Small)
Weight: 2.4 lbs (Small)</li></ul>This large chandelier will be hung from the ceiling above the cash wrap and the small chandelier will be hung from the ceiling in the entrance to the fitting room.<br />Small (C)<br />
Incandescent Lighting<br />The Flex-Rail Track Lighting system is simple yet gives off enough light in the perimeter of the store to accent the <br />Alico Industries FRL Flex-Rail Track Lighting Kit <br />A complete solution to Flex-Rail assembly, Alico's line voltage Flex-Rail kit comes with a flexible track and all necessary parts - making installation and ordering a breeze.<br /><ul><li>51” in Length
High Intensity Discharge Lighting<br />Contemporary Design Black Mini Pendant Light<br />An opal glass diffuser glows brightly behind sleek black metal on this mini pendant light.<br />This lighting pendant will be hung from the ceiling in the 3 fitting rooms & above the mannequin displays as well.<br /><ul><li>Black finish.