Team: Chic’

Lindsay Coleman, Courtney Gordon, Ashley Nelson

Team Information Form

Team Name:

Chic’

 Team Members:

Lindsay Coleman

Courtney Gordon

Ashley Nelson

Store Name:

Simplistic

 Store Location:

Our store location is Dallas, Texas, located in the Mockingbird Station area. We chose this area because it’s

centered around SMU University, and a lot of our merchandise is targeted toward college students between the

ages of 18-25 years old.

Merchandise Being Sold

The merchandise chosen for our store consists of: purses, jewelry, clothing, and shoes. We chose to select these

items for our store because we want our store to have a simple but very chic style of items, not over-priced but

still of good quality. Our main focus is the young college female consumer.

Brand Image

• As young women walk into Simplistic they should feel a sense of freedom as well as individuality

within themselves. The brand’s trendy yet very unique clothing and accessories can give each

individual a feeling of being able to express themselves boldly without trying to be scene. Simple

and chic is the movement Simplistic aims to convey. With fashionable style and a keen sense of

effortlessly put together garments, the simple yet quality products can give that young educated

woman just what she needs to stand out without making a grand presence. The staff is full of

energetic friendly young women ready to assist and bring out that individualistic side of each of

their customers. Eager to develop a personal relationship with each customer and getting to know

more about their personal style is key when customers enter Simplistic.

Simplistic

• Simplistic describes our merchandise: simple, effortlessly trendy, and unique one-of-kind

accessories. Mockingbird Station is an exquisite trendy part of Dallas Texas near Southern Methodist

University. Our target market is young college women (18-25) in college who are stylish but still on a

tight budget. Simplistic can provide simple, fashionable jewelry, handbags, clothes and shoes to

collegiate students or women at a price that they can afford. 

Mission Statement

• “To provide quality accessories and clothing to trendy young women.”

Objectives

Establish community involvement in order

to create a customer base within the first 2

months of the store opening:

• Before the store opens establish a

relationship with sororities and student

housing about our brand by sending out

flyers, and discuss future involvement.

Letting the future customers know of the

store opening and what all “Simplistic” has to

offer.

• During the first month the store will publicize

ads on the SMU campus in Dallas area.

Sponsoring sororities and women’s sports

teams at SMU.

• Host events for different organizations at the

college, in hopes of getting the brand out to the

students around campus as well as the Dallas

community in which the store is located.

Objectives

Form a relationship with consumers through

social media by December of 2012:

• Start a mailing list, which will allow the store

to interact with the new consumers.

• Create an official informational website for

the online store that will also connect

consumers to the store location, new

merchandise, and social networks that the

store is a part of.

• Designate an employee to operate the stores

Facebook and Twitter accounts offering

monthly offers that allow customers to get

discounts through these social media outlets.

• Create a Pinterest account within 3

months of the opening of the store, which

will allow the business to get community

involvement, merchandise, and styling

tutorials with the merchandise in the

store.

•  Create a LinkedIn account within 6

months in order to connect with people

within the industry, as well as providing

an outlet for college students looking into

internships.

ObjectivesDouble Customer base by January of

2014, by getting involved with other

college campuses throughout the

Dallas Metroplex areas:

• Every 6 months Simplistic will add a

campus to get more involved in to

enhance the consumer relationship

with the brand.

• Starting January 2013 Simplistic will

plan to branch out to the University of

North Texas through their

Merchandising program.

(Merchandising Inc., Moda, and Method

Seven magazine)

• Continuing the brands legacy through

partnership with sororities on the UNT

campus.

Eliminate any debts or shrinkage

Simplistic may have prior to the opening

of the store by August 2013:

• Simplistic will seek to hire a team of inventory

specialist

• Simplistic will conduct an inventory count to

review physical inventory, counting, and

evaluating of stock in store.

• Since every dollar value of stock on hand is

important, financial reports will also be prepared.

• Stock control can be managed this way more

efficiently to rid the store of any old or excess

stock.

ObjectivesOpen Simplistic locations in the next

surrounding cities over, Austin and Houston

Texas by the year of 2014:

• Targeting their biggest colleges first: UT

Austin, and the University of Houston.

• Plan to locate Simplistic in the areas

surrounding these campuses which are:

Guadalupe Street located next to the UT

Austin campus which is also known as, “the

drag”, where shopping, dining, and

entertainment for the University are

experienced by the college students.

• Before the first month of grand opening in

2014 Simplistic will begin to place

advertisements within each of the newest

college campuses to establish the brand

within the college community.

Target Customer Profile 

• Simplistic’s target market is female college students age 18-25 on a lower budget that still care about

the way they dress.

• The percentage of females in Dallas is 49.6%, which means that 589,589 females live in Dallas. Women

from age 20-24 make up 8.9% of the Dallas population, which comes to 106,190.

• College females who are full time students or only work part time do not have a lot of disposable

income to shop for fashionable clothing or jewelry. Simplistic wants to provide these young women who

have an eye for style and want to be trendy with clothing and accessories at a price they can afford.

• Mockingbird Station is a trendy area that attracts college students looking to bring uniqueness to their

wardrobe. Simplistic carries unique and trendy products that are exclusive to our store, making the

college female’s shopping experience different from other places.

Signage and Logo

A.) Fitting Room- This sign will be used to direct customer’s on where the fitting rooms are located so the

customers can try on merchandise and have privacy as well.

B.) Conversational- “Live the Simplistic Life,” located above the cash wrap and will be used as the focal

point of the store.

C.) Exit- This sign will be used direct people towards the exit of the store in case of an emergency and

everyday functional use.

D.) Logo- Combines simplicity and nature, conveying how the store brand should be perceived, which is

natural, effortless, and simple. The first logo is the main store logo while the second is a smaller version

that will be seen on merchandise within the store.

Signs and Logos

A.)

B.)

C.)

D.)

Types Of Merchandise

Floor LayoutKey

A. Cash wrap B. Round RacksC. 2-Way RacksD. 4-Way RacksE. Group of Shoe StandsF. Shoe ShelfG. Round Riser Jewelry StandH. Round TablesI. Large Jewelry TablesJ. Regular Jewelry Tables Mirrors

Key

B. Round Rack These rust finish racks will feature sale items towards the back of the store. Having them towards the back will encourage customers to look at the other items available before reaching the sale items. The round racks will fit a substantial amount of merchandise without taking up much space. There will be three round racks in the store. The rust finish will match the cash wrap and continue the theme of the store.C. 2-Way Rack

Rust finish 2-way racks will be placed towards the front of the store to push the new merchandise. Being towards the front of the store will insure that the store looks fresh and new. that the customers see the merchandise. There will be eight 2-way racks in the store. The rust finish will match the cash wrap and continue the theme of the store. D. 4-Way Rack

These rust finish racks will display older merchandise and are placed toward the middle and back of the store since there is no new merchandise on them. The rust finish ties in with the rest of the racks and continues the theme of the store. There will be seven of these racks.

A. Cash Wrap This is the style of cash wrap that will be in the store. It will have a natural wood finish on the sides and a rust metal finish on the countertop. This fits the store’s natural and simplistic theme.

Key

E. Petrified Wood Display Tables These tables will display shoes in a section toward the back on the opposite side of the round racks. This section will be small like the sale section and will display a limited selection of shoes.

F. Wood Crafted Shoe Shelf This shelf displays some of the shoes in the store. It will be located at the back of the store by the fitting rooms.

G. Round Riser Jewelry Stand The bottom of this stand will contain purses and clutches. The top three layers display an assortment of jewelry and accessories. The tops of each layer will have a rust metal finish, matching the cash wrap.

H. Round Table These tables are located toward the center of the store. They will display earrings and rings. There will be jewelry stands placed on top of these tables displaying the jewelry.

Key

I. Large Jewelry Tables These wooden tables continue the natural and simple theme of the store. An assortment of jewelry and accessories will be displayed on these four larger tables. These tables will be 3’x6’

J. Regular Jewelry Tables These tables are the same style as the large jewelry tables but in a smaller size of 4’x3’. These three tables will display rings and earrings. The natural wood on these tables continues the natural and simple theme of the store.

              Mirrors              There will be three of these mirrors in the store around the merchandise. There will be one in each of the four dressing rooms as well. The branches on this mirror tie in with the earthy theme of the store.

Key

Rust Color Spotlights

Rust Color Recessed Lighting

Branch Chandeliers

Fluorescent

Lighting

Entrance

Fitting Rooms

Office/Storage

Restroom

KeyRust Color SpotlightsThese spotlights will line the shelves along the wall in the store in order to draw focus to the products on the shelves. They will also hang over the jewelry and the shoes as well as the fitting rooms. The rust color will match the clothing racks. There will be twenty-eight sets of three along the edges of the store, fitting rooms, and in the center of the store.

Branch Chandeliers The branches on this fixture continue the earthy theme of the store and will match the mirrors’ framing. There will be two of these above the cash wrap in order to add decoration as well as function.

Rust Color Recessed LightingThese lights will be in an expanding square pattern throughout the store, starting in the center above the jewelry. The rust color will match the spotlights as well as the clothing racks. There will be 42 of these spread throughout the main floor in the store. These lights will be more aesthetically pleasing than fluorescent lighting but will still serve a functional purpose.

Fluorescent Lights The smaller light will be in the bathroom while there will be two of the bigger lights in the fitting rooms and three in the office/storage room. The lights in the fitting rooms will have the rust color on the frame that the spotlights and recessed lighting have. These lights are less aesthetically pleasing, which is why they will be placed in low traffic areas.

This wall elevation will be located on the left side of the store towards the front. It will be positioned in the view of the customer first walking into Simplistic drawing them further into the store. Accessories are an important part of the store making it imperative to have several options that are placed on tables and wall space. This will insure that shoppers see the merchandise in a variety of ways, suiting the different shopping habits of individuals. The wall is designed to be aesthetically pleasing with the use of organization, balance, and complimentary items. The wall set is 8’x8’ with 4’ sections ensuring that that the wall is user friendly, while still maximizing merchandise space available. This area will show scarfs, belts, and necklaces currently in style that flow well together. The items will give customers possibilities of items to add to their current wardrobe to update to the newest trend. The wall elevation contains cool colors focusing on eggplant purple, mint green and light gray transitioning the shopper from a summer to fall.

Wall Elevation: Accessories

Key:A. Graphic: Saying “Simply Accessories”B. Merchandise: Scarfs hung by peg wall

hooksC. Merchandise: Folded scarfs placed on

shelfD. Merchandise: Belts hung by peg wall

hooksE. Prop: Mannequin displaying a mint

green necklaceF. Merchandise: Necklaces hung on pegs

with door knob frontsG. Graphic: Image of two women wearing

scarfsH. Merchandise: Scarfs hung by peg wall

hooksI. Merchandise: Folded scarfs placed on

shelfJ. Merchandise: Belts hung by pegs with

door knob fronts

Wall Elevation Accessories

A.

B.

C.

D.

E.

F.

G.

H.

I.

J.

Window 11. Hanging flowers in Poppy Red, Nectarine Orange, Monaco Blue, and Linen2. Seven stacked boxes- displays handbags3. Red handbag4. Mannequin 15. Blue dress6. Mannequin 27. Red dress8. Blue handbag

  Window 21. Standing flowers in Poppy Red, Nectarine Orange, Monaco Blue, and Linen2. Mannequin 13. Linen colored dress4. Mannequin 25. Nectarine dress6. Nectarine clutch7. Two stacked suitcases8. Monaco blue necklace9. Linen handbag10. Two stacked suitcases11. Monaco blue necklace

Window Display Rationale

This window coincides with the most recent window we have created, both with color scheme, Spring flowers, and simple design. The colors that are displayed in the windows are Poppy Red, Nectarine, Monaco Blue, and Linen, which can all be found on our trend board. These colors and flowers will bring a colorful feeling to the store for Spring 2013. The simple design will ensure that the colors do not overwhelm the customers and stay true to the “simplistic” theme of the store.

Window Display AlternativesWindow #1 Window #2

Trend Board

Budget