DRAFT Concept Brief

Honest Man L I N C O L N

A concept brief for a new men’s store

Urban Strategies | Real Estate Advisors

overview:

The pages that follow are intended to serve as a starting point for the

invention of a new store for men to be located on P Street in the heart

of downtown Lincoln Nebraska. The envisioned shop would be located

alongside the existing Embellish shop for women, one of downtown

Lincoln’s most innovative retailers.

The concept behind the new shop for men is to drive new traffic to the

space and increase sales and revenues by expanding the merchandise

selection in-store. The existing premises, while situated in the most

advantageous location along the prime P Street corridor, is larger that

necessary for the Embellish concept, and could easily be divided to

create two spaces with generous storefronts and separate entrances,

while at the same time allowing for the potential for a single cash/wrap.

Urban Strategies | Real Estate Advisors was asked by the Downtown

Lincoln Association to identify some possible approaches to the

development of a men’s store concept for the space, as part of a larger

effort to enhance and strengthen the P Street Corridor. This busy

pedestrian and vehicular route connects the Haymarket entertainment

district, the University of Nebraska, the business district and the Capital

District along Centennial Mall. The store space is located at the heart of

downtown Lincoln facing the new Civic Plaza, in a building housing a

historic movie palace turned nightclub, downtown’s most desired

residential lofts, and Barrymore’s, considered one of the best bars in the

US, located in the former fly loft space.


NEARLY ALL MEN CAN STAND ADVERSITY,

BUT IF YOU WANT TO TEST A MAN’S CHARACTER, GIVE HIM POWER.

-- ABRAHAM LINCOLN

CONTENTS:

•Market Overview

•Target Customer

•Store Concept

•Menswear Essentials

•Notable Independent Men’s Doors

•Sample Logo Study

•Storefront Concept Rendering

•Shop Interior Concept Images

•Concept Summary

•Sample Vendor Possibilities


MOST FOLKS ARE AS HAPPY AS THEY MAKE UP THEIR MINDS TO BE.

-- ABRAHAM LINCOLN

Market overview:

The location for the proposed men’s shop is perhaps the best retail

space in Downtown Lincoln. Located directly across from the new Civic

Plaza (image opposite) , the premises are advantageously situated next to

a well established women’s store under the same ownership, and is

located along the P Street corridor, downtown's most active pedestrian

corridor.

The storefront benefits from exposure to both pedestrian and vehicular

traffic, as well as growing bicycle traffic drawn by Lincoln’s growing bike

lane network.

The population the shop can expect to serve on a daily basis would be

drawn from the University of Nebraska community of students, faculty

and staff, members of the downtown business community, and

government workers.

The downtown business community is seeing an infusion of new

creative class workers drawn by new business incubators in the

Haymarket, and new entrepreneurs setting up shop along the P Street

corridor. The University is also experiencing a period of dynamic

growth, with a new Campus Master Planning effort underway and

ambitious plans for expanding enrollment.

An additional customer base can be expected from visitors from all over

Lincoln and beyond that come to downtown for events, nightlife and

Cornhusker games.

Connecting to each of the customer groups in meaningful ways will be

important, but the location is well positioned to take advantage of each

of these consumer groups.


Target CUSTOMER:

The desired customer drawn from the various market sectors in

Downtown will likely be an upperclassman, graduate student or junior

faculty member, a member of the emerging creative class in Lincoln, or

one of the twenty to thirty-something's that patronize nightspots in the

Haymarket and places like Jake’s Cigars and the Zoo Bar downtown.

Still finding their way sartorially and in life, this customer is probably just

beginning to graduate from t shirts and hoodies to more adult clothing.

Because casual wear has become appropriate for almost any occasion,

this category should constitute the bulk of the merchandise offering.

However, there is a need for a point of view on clothing that can be

worn to a business meeting, a client presentation, or even just for date

night. It is in this regard that the connection to a female perspective will

be highly valued, and so the relationship with Embellish can be

positioned as an asset. An important sub theme- “What Women Want

on a Man” can be addressed with credibility just by positioning the store

as an authority through its ownership.

Although the shop footprint will constrain the depth and range of

merchandise, the new shop can offer a distinct point of view that is

appropriate for the market, and develop a relationship with the

customer that can grown and evolve along with the customer.


Store concept:

“Only the Essentials”

The store concept is based on the principle that most men do not enjoy

spending a lot of time shopping, and prefer to rely on a handful of

reliable items for their wardrobe. These go-to items range from a great

pair of jeans to a blazer that can be thrown on over them for a dressier

occasion. Men tend to dress for women, so having a woman’s point of

view in selecting these items is a tremendous asset.

“What Women Want on a Man”

Although never veering to far astray from the core principles of these

wardrobe staples, menswear has evolved to allow some fresh

approaches to even the most classic wardrobe essentials. The female

perspective that is inherent in the Embellish connection will serve as an

important distinction between more typical chain store or online

offerings. The customer can count on a point of view that is appropriate

for Lincoln, appealing to the female population, up to date, and easy to

shop.


Wardrobe essentials:

Shoes

Cool Sneaks

Slip On Loafers

Classic Dress Shoe

Cowboy Boots

Pants

Grey Flannel Trousers

Khaki Pants/Chinos

Slim Denim Jeans

Shirts

Heavy Duty V Neck T Shirt

Comfortable Dress Shirt

Dress Up Date Shirt

Jackets

Versatile Sport Coat

Classic Blue Blazer

Outerwear

Game Day Jacket

Cashmere Pullover

Winter Coat


Always bear in mind that your own resolution to succeed

is more important than any other.

-Abraham Lincoln

Comparable doors:

1. Confederacy…..Los Feliz, Los Angeles

2. Sid Mashburn….Atlanta Also dual men’s and women’s concepts

3. Context….Madison

4. The Independent…..Little Rock

5. Stag Provisions for Men….Austin

6. The Field House….Seattle

7. Harrison Limited….Birmingham

8. Unionmade…. San Francisco

9. Imogene and Willie…. Nashville

10. Cuffs Clothing….Chagrin Falls, Ohio

11. Common Gallery…. Artists District, Los Angeles



Graphic study



Storefront study


Interiors concepts



Concept summary

1. Unique to Lincoln

2. Tightly Edited Merchandise Selection

3. Classic Essentials with Contemporary Twist

4. Focused on Target Customer

5. American Emphasis with International Flavors

6. “What Women Want on a Man” Perspective

7. Head to Toe Dressing with a Point of View

8. Relevant Sponsorships and Special Events

Vendor resources:

Warby Parker (Eyewear)

Woolrich (Shirts, Outerwear)

Carhart (Outwear, Shirts, Pants)

Apolis Global (Collection)

Timberland (Shoes, Belts, Outerwear)

Brooklyn Industries (Clothing, Ties, Blazers)

Razor (Accessories)

Common Projects (sneakers)

Choctaw Ridge (underwear)

Chup (Socks)

Context (Leather and Vintage)

Dunderdon (Knitwear)

Engineered Garments (Shirts)

Filson (Backpacks, Briefcases, Luggage)

Goruck (Backpacks, Briefcases, Luggage)

Jungmaven (Tees)

Leatherhead (Footballs)

Left Field (Jeans)

Blind Barber (Grooming)

Etiquette Clothiers (Socks and Shirts)

Baldwin Denim (Pants)

Speakeasy (Tees)

Eastland Made In Maine (Footwear)

Brooks England (Bags and Accessories)

Levis Commuter (Shirts Jackets and Pants)

Nixon (Watches)

Stone Island (Footwear, Outerwear)

Rains Denmark (Outerwear)

Standard Trade (Denim)

Etiquette (Socks)

Aigle (Shirts)


apolis


Levis commuter


Stone island



UNIS


Baldwin denim


Standard Trade


speakeasy


AIGLE


reiss


Eastland made in maine


Carhartt’s


Rains denmark


ETIQUETTE


Warby parker


BLIND BARBER


Be sure you put your feet in the right place, then stand firm.

Abraham Lincoln

Documents

DRAFT Concept Brief