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STORE 005GEORGETOWN
DRESS SHOPHOLIDAY 2015
KRISTA INFANTE, SMMANDI STRANTZ, DA
MIKE BERNIER, ASMMJON SWAN, SM
The second wave of holiday apparel flooding through our doors inspired us to challenge the dress shop concepts.
Being a non-comping store puts us in the unique position to take some creative risks. Our store’s powerful dress business yielded the desire for expansion and innovation.
We framed our conceptual adaptations to this space with two goals in mind:
1. Appeal to our Georgetown customer’s wants and needs for holiday wear.
2. Create cohesive brand storytelling reflective of our current online and social media direction.
The following pages detail the conceptual ideas behind our two dress category shops, display inspiration for our plexi installation, and our marginal growth in dresses this
season.
STR 005 GEORGETOWN
LATE HOLIDAY DRESS SHOP
FIRST KISSInspired by the excitement of adolescence, First Kiss
celebrates the whimsical enthusiasm of first experiences such as dressing up, winter formals, flirtatious glances,
curling up with your crush, or kissing under the Mistletoe. Grounded in icy grays, lavender, and blush
pink, this shop is defined by flirty, loose silhouettes, cozy layers, lurex fabrics, sequin and velvet details, silver
hardware, and floral scented beauty products.
CONCEPT SHOP BY KRISTA INFANTE, SMM
FIRST KISS INSPIRATION FIRST KISS OUTFITTING
FIRST KISS ENTRY TABLE FIRST KISS BEAUTY CLUSTER
FIRST KISS SECONDARY GIFT CLUSTER
GOLD DUST INSPIRATION GOLD DUST OUTFITTING
Light and shadow are repetitive motifs in nature, both constrained and defined by the other. Gold Dust Woman is an extension of this
idea; it is exemplified by a selection of the brightest golds and darkest blacks. The collection speaks to the duality of a woman and
the “illusions of love,” as referenced by Stevie Nicks. This shop is defined by little black party dresses, gold statement pieces, leather
layers, metallic accessories, and elevated beauty products.
CONCEPT SHOP BY MIKE BERNIER, ASMM
GOLD DUST WOMAN
GOLD DUST WOMAN ENTRY
GOLD DUST GIFT CLUSTER
WOMEN’S DIVISION
130 DRESSES
LW: $15,934 +116% vs. Comp: +45%W/E 12.5: $24,714 +82% vs. Comp: +22%
W/E 11.28: $13,139 +76% vs. Comp: +40%
131 ONESIES
LW: $2,181 -3% vs. Comp: -3%W/E 12.5: $3,753 +51% vs. Comp: +15%W/E 11.28: $2,339 +31% vs. Comp: +5%
193 OTHER BEAUTY
LW: $2,883 +34% vs. Comp: +33%W/E 12.5: $1,250 -1% vs. Comp: +23%
W/E 11.28: $2,671 +61% vs. Comp: +19%
The addition of expanded beauty related gift clusters and special attention to dress attributes payed off post Black Friday with nearly a nearly $8,000 gain in revenue last week vs. the same
week last year.
PLEXI CLOUD INSTALLATIONBY
ANDREA STRANTZ, DA
PLEXI CLOUD INSPIRATION
MATERIALS:
PLEXI SHEETS CUT INTO EQUILATERAL TRIANGLES
20 LB FISHING LINE
WHITE CONTACT PAPER
STR 005 GEORGETOWN DRESS SHOP COMPLETION
SPECIAL THANKS TO:
ERICK CHAVEZ, MTLCHRISTIAN McINTOSH, WTL
GWENN LAVINE, WTL