The document outlines the marketing plan for a vintage women's clothing store called Vintage Lace. It describes the store name, target customer profile as educated women aged 25-45 with incomes of $70,000-$80,000. The mission is to help customers rediscover timeless vintage clothing. The brand aims to portray a classy, feminine image through decor featuring blush, rose gold and neutrals. Merchandise categories include business wear, formal wear, furs and accessories.

1. CASE
STUDY
Group
1
Rebeccah
Fletcher,
Mallory
Russell,
Haley
Martin,
Savannah
Web
Step
2
(Store
Name)
Vintage
Lace
The
retails
store
name
Vintage
Lace
portrays
a
classy
women’s
clothing
line
from
past
decades.
In
the
store
name
the
word
vintage
implies
retro
style
clothing.
The
word
word
lace
in
the
store
name
brings
class
and
feminine
characteristics.
The
qualities
of
lace
are
light
and
dainty
relating
the
manner
of
women.
Lace
is
also
a
trim
that
enhances
the
beauty
of
a
garment
that
reflects
the
vintage
accessories
also
sold
at
the
store.
Step
3
(Customer
Profile)
Our
target
customer
is
middle
aged,
25-­‐45
years
old,
well
educated
women
with
professional
jobs.
Her
yearly
income
is
between
70-­‐80,000
which
allows
her
to
indulge
in
lifes
finest
things.
Their
interest
include
that
of
the
finer
things
in
life
such
as
one
of
a
kind
merchandise.
She
enjoys
traveling,
is
interested
in
fashion,
and
is
a
part
of
the
most
elite
clubs
that
hold
status
in
the
community.
Step
4
(Mission
Statement)
Vintage
merchandising
is
our
business
and
our
passion.
Our
mission
is
to
help
society
rediscover
timeless
vintage
clothing
for
women.
Step
5
(Brand
Image)
Our
brand
image
is
classy
and
feminine
vintage
merchandise.
We
depict
this
through
our
visual
atmosphere
with
pops
of
blush,
rose
gold,
creams
and
other
neutrals.
We
have
soft
lines
of
fur
rugs,
drapery
and
linens.
Dim
and
natural
lighting
sets
a
tone
that
fits
the
romantic
and
calm
atmosphere
of
the
store.
We
create
an
open
environment
with
the
natural
lighting
and
accent
chandeliers
used
as
a
spotlight
for
certain
garments.
Our
merchandise
reflects
the
timeless
image
of
the
store
with
the
soft
lines
of
these
antique
pieces.
Step
6
Merchandise
Categories:
Business
Wear
Formal
Wear
Furs
Accessories

18. Step
7:
The
soft
lighting
of
the
chandeliers
creates
the
romantic,
intimate
atmosphere.
The
blush,
cream,
and
other
neutrals
match
the
feminine
style
of
the
vintage
clothing.
The
brick
wall
and
distressed
wood
floor
adds
interest
and
creates
an
idea
of
an
antique
atmosphere.
There
will
be
a
playlist
of
songs
that
are
popular
and
favorites
of
many
people
to
make
the
customer
want
to
shop
longer.
The
stores
aesthetics
depicts
the
brand
image
by
portraying
femininity
throughout
every
aspect
of
the
store.

21. Step
8:
The
fixtures
chosen
represent
the
sophisticated
but
sassy
image
for
the
store
through
using
feminine
colors.
Gold
is
a
classic,
elegant
color,
fur
textures
add
a
hint
of
sass,
and
rose
pink
shows
femininity.
They
are
all
very
feminine
and
romantic
to
match
our
vintage
merchandise.

22. Step
9:
The
mannequins
chosen
will
be
used
to
display
merchandise
throughout
the
store.
The
gold
mannequin
portrays
a
very
elegant
look
for
the
display.
The
cloth
mannequin
portrays
an
antique
look
and
parallels
with
our
brand
image.
Mannequin
heads
will
be
used
to
simply
display
hats
throughout
the
store.

23. Floor
Plan:
Wall
Planograms:

24.
WINDOW
MIRROR
Poster
Fitting Rooms
VINTAGE LACE

25. Elevations:

27.
Table
Planogram:
Poster

28.
Shadow
Box
Planogram:

29.
Rebeccah Fletcher

31. Accessory
Case
Planogram:

32.
!"#$%&'()%*'
Window
Display
Planogram:

33.
V
I
N
T A G E
L
A
C
E

34. Signage:
Through
Vintage
Lace’s
exterior
signage
it
communicates
to
customers
a
sense
of
sophistication
and
uniqueness
by
using
a
simple
clean
font
and
the
classic
color
black.
The
interior
signage
continues
the
theme
produced
by
the
exterior
signage
by
being
strategically
placed
across
the
back
wall
that
brings
the
customer’s
eye
through
the
whole
store.
VINTAGE LACE
RUSTON, LA Est. 2017