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.

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,

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.

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.

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

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

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.

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.

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.

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

Designer Influence.

Fabrics.

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.

Merchandise Assortment.

Merchandise.

Jackets. Dresses. Tops. Skirts. Denim. Purses. Shoes. Accessories.

Price Points.

Clothes: $25-$80 Shoes: $30-$70 Accessories: $10-$40

Sizes.

Clothing: xs-xl Shoes: 5-10 Dresses: 2-16

Brand Examples.

Shift to Nature (t-shirts). Wallis Evera (work wear). Impression Purple (scarves).

Lauren Conrad. Dee Elle. Eliza J. Style Nanda. Uniqlo. Ruche

Planograms

Table 1, near cash wrap Table 2, near front

Rack 1, near right wall

Rack 2, to right of entrance Rack 3, to left of entrance

Rack 4, bar at entrance

Table 3, in Fitting Room area

Rack 5, at back near Table 4 Rack 6, in center near left wall

Table 4, across from cash wrap

Feature rack, near fitting room

Store Layout and Visuals

Top View

View from Entrance

View 2 from Entrance

View of Back

View of Fitting Room Area

Racks, back half of left wall

Left wall

View of Entrance

Front half, right wall

Back half, right wall: Cash Wrap

View of Front

View from back of store

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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