Hannah Craig, Kallie McBryde, Erica Bell, Lauren Smith

Store Name The name we have chosen for the store is The

Victorian Rose to represent us as business owners and our merchandise. The store’s name will help communicate the image ideas we have generated to potential customers by depicting an image of classy vintage with a delicate modern twist as our customers are taken back to the eras of Victorian styles and delicate lace and fabrics. The modern twist is simply the customers as they get to choose from numerous amounts of vintage formal wear such as dresses, shoes, formal outwear, purses, and accessories. As a business, we see our customers as roses because they will tap into their beautiful, feminine side as they enter our store.

Target Customer The Victorian Rose’s target customer is a fashion-

forward, hopeless romantic, girly girl, whose style is inspired by being a lady always. Our woman is considered a socialite who is not afraid to stand out by dressing up for any occasion. She always has the perfect outfit due to her appreciation for the past fashion trends. She craves for independence, humanity, empowerment, and unity as women. We target women who are feminine and knowledgeable of fashion ranging from the ages 18-33. Our customers have degrees in photography, architecture, merchandising, and marketing with jobs such as blogging, public relations, and designing. Their average yearly salary ranges from $40,000 to $75,000.

Mission Statement Our store’s purpose is simply to cater to the

fashion enthusiast woman by providing superior vintage merchandise that exemplifies her personal style as a lady. She knows her style and we want our customers to feel valued for their love of vintage flare. Our store encourages fun and easy shopping, as our sales associates will be a helping hand.

Brand Image The brand image our company wants to

convey is a delicate vintage style. Our lady appreciates the past trends but also stays true to herself. Our store will carry a multitude of merchandise that she can have fun mixing and matching. The atmospherics will consist of light pinks and greys as well as chandeliers, brick walls, pearls, old lace, etc. to bring a balanced, contemporary vintage elegance to life.

Merchandise In our store we will carry vintage formal dress

wear. Our merchandise will consist mostly of dresses with a few jackets and outerwear. We will carry delicate jewelry like pearls. We will also carry small vintage purses that will be appropriate for every occasion, along with shoes to pair with every outfit.

Dresses

Formal Outerwear

Shoes

Purses, Jewelry, Accessories

Atmospherics The color scheme we chose is rose, blush, grey,

copper, and white. We will include brick, grey, and blush walls. We have low-medium lighting to create a warm feel with little chandeliers throughout the store. Our flooring will be grey with a white fur rug and white and silver rug. We will play modern music softly in the background of the store, excluding country and hip-hop. We think this will support our brand image of being vintage and sophisticated because our store atmosphere creates a soft, classy, and elegant vintage feel. The subtle music, lighting, and color scheme helps add to the “delicate,” classy feel.

Mannequins and Fixtures We chose these fixtures because we wanted a

minimalist feel. The main garment we sell is dresses, so the tall “L”-rack, 2-ways, wall hooks, and hanging rack will be tall enough to keep them off the floor and display them neatly. We are also using a larger older round table to display jewelry and accessories in the center of the store. The leveled shelves will be used to hold and display shoes and some purses as well. We will be using white mannequin alternatives to display our dresses.

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A GIRL SHOULD BE TWO THINGS..

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