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Sweet Nothing’s

Sarah Fedy, Julie Forbes, Natalie Jamieson, Amy McIntosh, Charlotte Snow

+Store Name and Reason

Sweet Nothings: The name is fun, flirty and

goes with our store brand image

The name can be used to incorporate in-store promotions and marketing because it lends well to a girly, Pinterest-baker inspired environment

Our name will resonate with our target customer because it fits with their fun lifestyle

+Logo

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Target Customer

Meet Claire

+Who is Claire?

Claire is 25

She lives with a roommate on King West and works full time at an ad agency

She is very creative and loves to visit the St. Lawrence market on the weekend

Staying healthy is very important to Claire- she enjoys to cook balanced meals using fresh food she has purchased at the market

However- Claire loves to splurge on delicious lattes and freshly baked goods from local coffee shops in the area

Claire stays active by going to the gym with her roommate where she takes part in various exercise classes like step and Zumba

Claire has three other siblings and loves to visit her family at home in Stratford

Claire is a savvy shopper and loves to stay on trend- her extra disposable income is spent on updating her wardrobe with stylish, cute pieces that compliment her style

+Ideal Outfit

Ideal Outfit Cute dress Ballet flats Blazer Brightly coloured nails Stacked bangles Oversize sunglasses

+Merchandise Strategy

Sweet Nothing’s carries merchandise that gets updated according to regular fashion seasons Spring/Summer Fall/Winter Seasonal

It carries various fashion brands and different designers

The depth and breadth of the collections are not wide or deep as the store is unique and there are only a couple pieces from various collections in the store at once

The quality is high depending on the item- the store does not carry luxury items however it does carry unique pieces

Sweet Nothing’s has a mid to high price point because they support lesser known designers that create unique pieces

Sweet Nothing’s carries tops, bottoms (small selection of denim) dresses, skirts, light outer ware, accessories, and some foot ware

It would be classified as ladies casual wear

+Fashion Merchandising Strategy

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+Brand Image and Atmospherics

Vintage feel, bakery

Inspired by the look of Laduree

+Inspiration: Laduree!

+Atmospherics

The atmospherics elements are: Cupcake trays Glass display cases Hanging accessories on vintage knobs Exposed brick walls Designer books on shelves for inspiration Indie/pop music playing in the background Bright pastel coloured clothing and décor

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+Exterior

Vintage Bakery Feel

Large exterior sign showing name of store “Sweet Nothings”

Store sign incorporates cupcake theme with hanger to suggest that it is in fact a clothing store

+Exterior - Layout

+Floor Plan

For our store layout, we decided to place the cash register on the left side in the centre so individuals will walk throughout the whole store before coming around to the left side of the store.

The fitting rooms were placed in the back right hand corner of the store as to keep the left back wall free for merchandise that will be able to be seen as soon as each individual enters the store and in their clear line of vision.

This planogram features a free-flow layout as well as some aspects of open concept so that customers may move around the store freely and there is a good amount of space between adjacent fixtures and wall displays.

+Interior

Square footage: 720 square feet

Focal areas: Right wall, Back wall, Mannequins

Atmospherics / ambience: soft indie love songs, hint of fragrance to simulate bakery feel

Small restrooms located at back of store - for employees only (upon customer request, exceptions might be made)

Small office/storage space at back of boutique. Features a desk, moveable wardrobe

racks for extra clothing, room for boxes of new inventory when it comes in.

Features task lighting (overhead light and lamp on desk)

Universal access – no stairs, change rooms large enough for wheelchairs

Lots of props throughout store

+Point of Sale

Point of sale: cash desk to be located on left hand side.

Cash desk to look like a bakery display case, showcasing accessories and add-on sales. People are shopping less

frequently, so it is more important than ever to have ‘add-on sales’, which is why we want these items displayed in a fun way!

Vintage Cash Register

+Wall Layouts

The most prominent wall displays will be the front right interior wall as well as the back left wall

For these walls, we decided to employ a formal balance with symmetrical layouts.

The right wall is twelve feet in length in order to facilitate all the newest merchandise for our location.

The back wall is nine feet in length to appeal to the customer’s eye and create a dynamic display.

Each wall focuses on tops over bottoms and keeps a 5-inch space between each line of merchandise. Also, the skirts and pants on the bottom will be hung three inches from the floor as to not ruin the bottoms of the merchandise.

We have created these displays to be dynamic to the eye as well as paint our walls as a destination rather than something to pass-by.

+Right Wall Layout

Design principle – BALANCE

Recall Paco Underhill “why we buy” – found that customers always veer to the right side of the store upon entry, which is why the right wall will be a focal point

+Back Wall Layout

Design principle - BALANCE

+Accessory Displays

Use unique ways to display accessories (ie. Found objects)

+Change rooms

2 change rooms, located back right hand corner Large enough so that

customers don’t feel cramped Soft, flattering lighting to

enhance customer experience (incandescent, not fluorescent)

High top table to put your bag or purse very functional/convenient –

creates a better shopping experience

Heavy hooks Again, functional Fun idea of having “Yes”,

“maybe” and “no” hooks

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Large vintage mirrors outside of change rooms

+Colours and Materials

Main Colours : Pink, Off-White, Gold/Copper Pink is the most calming colours – represents

romance, love, and gentle feelings Pink is also very fun and girly, which ties into the

type of merchandise being sold

Additional accent colours from a pastel palette Lavender Purples, Mint green, Soft yellow

Luxurious materials - Chiffon, silk, lace, crochet, cashmere Textured materials can absorb and reflect light Also help tie-in store’s brand image that likely

resonates with the customer’s style aesthetic

+Fixtures

FLOOR FIXTURES

2-way and 4-way racks

Select furniture fixtures, such as café tables, to help tie in vintage bakery feel

+FixturesWALL FIXTURES

Recall, the Wall is the most important “fixture” in the store

Can be used to highlight coordinated fashions and colour stories

Will use wall standard system Is the most versatile and adaptable Also looks better/ties in better to store aesthetics than

slatwall system or gridwall system

Lighting – track lighting to be set up 6 to 8 ft from wall, running parallel to it

+Walls

+Merchandise Presentation

In the presentation of our merchandise, we will use the design principles of balance (formal symmetry)

Remember Judith Bell’s 7 colour groups when creating colour stories in merchandise displays

Fixtures of various heights (tables, hanging floor fixtures) ; these help guide the customer through the store

Can use repetition to create sequential rhythm – eg. In store windows, on walls

For walls, we will use the following guidelines: Coordinated tops with bottoms (will put tops over bottoms), pants to

hang 3” from floor For waterfalls, straight face-outs, and hangrails with 5” of space

between tops and bottoms

+Walls

+Lighting Recall, lighting of windows and store plays an

important role in helping drive sales

Lighting also contributes to overall atmosphere and feel of the store environment

We want to have a light source with full colour spectrum wavelengths (no fluorescent lighting except within office/storage rooms)

Primarily use incandescent lighting because it is good accent lighting for selling areas of stores and also good for fitting rooms

Track Lighting LED or Halogen to highlight walls (placed 7ft away from wall) Yes, LED/Halogen are initially more expensive, but

are more energy efficient, have longer lamp life, and produce a more precise light beam. They also emphasize texture and form better

No coloured gels

+Lighting Additional decorative lighting:

Unique vintage chandeliers for additional accent lighting and to tie in theme of store

Drop down light bulbs

+Signs

Consistent font for all signage: Snell Roundhand (identical to logo font)

Only use signs that are NECESSARY (don’t want to over-sign the store since this can be distracting and take away focus from the merchandise)

+Signs

All signs in holders (otherwise looks unprofessional) – can use vintage gold frames to tie in with rest of store design

Use creative and imaginative copy and always keep message on brand Ie. “Check out these sweet spring

styles!”

Can use literary techniques such as puns, alliteration, and rhyming words when writing copy for signs

+SignsOperational Signs

Hanging “Open / Closed” sign

Store hours – listed on front door in vinyl

Return policies listed on standing sign at cash (in vintage frame)

Location sign not required since there is only one location

All signs to include store logo

Cards at cash for customers to be able to take with them

+Signs

Lifestyle graphics (photos/illustrations)

Can be put into vintage frames and placed on shelves around the store

Use a variety of real photos of outfits as well as more artistic fashion illustrations that fit with the theme of the store

+Signs

Merchandise Signs

Again, use same font for consistency

Can be used around store to highlight certain collections and to promote new merchandise and new trends that are featured in-store Remember to use fun and

creative copy!

Can also highlight small sale section in the back right corner

+Windows Open back windows, because they allow customers to see

additional merchandise within the store from outside

Windows will typically be fashion oriented, containing the latest items that the store carries

When possible, incorporates seasonal themes (eg. Winter holidays, Spring)

Incorporate props that are aligned with the bakery theme when possible, BUT amek sure that the props don’t overshadow the clothing on display

Use cross lighting in windows (because it reduces harsh shadows)

+Windows

+Editorial Displays

Main editorial display is within windows

2 additional mannequins can be used to create small fully accessorized outfits

This is a great place to be creative in our displays!! Always remain on brand

+Mannequins 4 mannequins – 2 in window, 2

within store with styled looks

Supporting rob support because more stable and does not require the same level of skill as striking or wire rigging (also, striking and wire rigging should be used only for enclosed windows, and we have an open back window display)

Patina V – “Downtown” collection Less costly than some other

manufacturers Semi-realistic – requires less

maintenance and don’t need to change as often as realistic mannequins

+Mannequins

4 mannequins – 2 in window, 2 within store with styled looks

Supporting rob support because more stable and does not require the same level of skill as striking or wire rigging (also, striking and wire rigging should be used only for enclosed windows, and we have an open back window display)

+Mannequins Patina V – “Downtown” collection

Less costly than some other manufacturers Semi-realistic – requires less maintenance and

don’t need to change as often as realistic mannequins

+Props Lots of props!!

Vintage mirrors

Cake holders (can be used to hold accessories too)

Found objects are great for a start-up because they are cheap yet unique

+Props

+Props

+Employee Dress Code

Fashionable, trendy

Employees get 40% discount so can wear the clothing

+Social Media

Our customer is always involved with social media, so interacting with these women in this particular way will ensure a stronger relationship.

With photos, interesting ideas, and a chance to engage the customer, Sweet Nothing’s can show it’s personality through Pinterest.

Twitter and Facebook Pinterest

+Pinterest

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Thank You!